UTM Link Builder

How to use the utm link builder

1. Type or paste the website address of the page you want people to land on. An address without http or https gets https added.
2. Fill in the source and medium, which are required, and add a campaign name. Term and content are optional.
3. Choose whether to use lowercase and underscores. Both are on by default so your reports do not split one campaign into several.
4. Press Copy link and use the tagged address in your email, ad or post.

What each UTM parameter means

UTM parameters are short labels added to the end of a web address. They are sent to your analytics tool when someone clicks, so you can see which message brought each visit.

• utm_source names where the visit comes from, such as google, newsletter or a partner site.
• utm_medium names the kind of channel, such as email, cpc, social or banner.
• utm_campaign names the promotion, such as spring_sale.
• utm_term holds a paid search keyword, and utm_content tells apart two links in the same message, such as header_link and footer_link.

How the link is built

Your address is kept as it is, including any existing query string and any anchor after the hash sign. The UTM values are added to the query string, and any old utm_ values already on the address are replaced so the same name never appears twice.

Values are encoded so spaces, ampersands and slashes cannot break the link. With the underscore option on, spaces become underscores first, which keeps links short and easy to read. Example: https://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale.

Naming habits that keep reports clean

Analytics tools treat Email, email and e-mail as three different mediums. Pick a short list of names and use them every time, and write them down where your team can find them.

• Keep the same lowercase spelling for every source and medium.
• Use only a few mediums, such as email, cpc, social, referral and banner.
• Do not tag links between pages on your own site. A tagged internal link can end the visit in your reports and start a new one.
• Keep a spreadsheet of campaign names so the same promotion is always called the same thing.

Assumptions and limits

• Only http and https web addresses are accepted. Anything else is rejected with a message.
• The tool checks that the address is well formed. It does not check that the page exists or loads.
• UTM names are written in lowercase as utm_source, utm_medium, utm_campaign, utm_term and utm_content. The older utm_id is removed if present but not added.
• The link is built in your browser. Nothing you type is sent anywhere or stored.

Formulas reviewed October 10, 2026. See the calculation methodology for how SumPanda rounds, tests and sources its formulas.

Frequently asked questions