Free tool

UTM generator

Build campaign URLs with utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Presets for the major ad platforms, one-click copy, and clean, consistent values that work in GA4 and every analytics tool that reads UTM parameters.

Presets

Page URL

The page the ad or link should land on

Campaign source (utm_source)

Where the traffic comes from: google, facebook, newsletter

Campaign medium (utm_medium)

The channel: cpc, paid_social, email, display

Campaign name (utm_campaign)

The promotion or initiative: spring_launch, q4_retargeting

Campaign term (utm_term)

Optional. Paid keyword or audience

Campaign content (utm_content)

Optional. The specific ad, creative, or link

Lowercase all valuesReplace spaces with underscores

Values are case-sensitive in most analytics tools, so Facebook and facebook would show up as two sources. Both options are on by default to keep reports clean.

Your campaign URL

https://www.example.com/pricing?utm_source=google&utm_medium=cpc&utm_campaign=spring_launch

utm_source: google
utm_medium: cpc
utm_campaign: spring_launch

The five UTM parameters

What each parameter is for.

UTM parameters are tags appended to a URL's query string. Analytics tools read them on landing to credit the visit to a source, medium, and campaign. Three are treated as required, two add optional detail.

utm_source · required

Where the traffic comes from

The referrer or platform: google, facebook, linkedin, newsletter.

utm_medium · required

The marketing channel

cpc, paid_social, email, display, affiliate. GA4 uses it to assign the default channel group.

utm_campaign · required

The campaign or promotion

A name you would recognize in a report: spring_launch, q4_retargeting.

utm_term · optional

The keyword or audience

Paid search keywords, or an audience name on social.

utm_content · optional

The specific ad or link

Distinguish creatives, placements, or two links in the same email.

Parameter values are case-sensitive in most analytics tools, so facebook and Facebook become two different sources. The generator lowercases values by default for that reason.

Naming conventions

Tagged URLs for common channels.

Parameter values that keep reports clean, by channel. Consistency matters more than the exact words: pick a convention and apply it everywhere.

Channel	utm_source	utm_medium	utm_campaign	utm_content
Google Ads	google	cpc	brand_search	headline_a
Meta Ads	facebook	paid_social	spring_launch	video_15s
LinkedIn Ads	linkedin	paid_social	abm_enterprise	carousel
Newsletter	newsletter	email	weekly_digest	hero_link
Partner co-marketing	partner_name	referral	co_marketing_q3	footer_cta

Beyond the tag

What UTMs tell you, and what they don't.

UTMs only survive the first click

A UTM credits the session it lands in. When the visitor copies the link, shares it in Slack, switches from an app browser to Safari, or comes back three days later from a bookmark, the parameters are gone and the return visit looks like direct traffic. UTMs tell you where a session started, not where a customer came from.

They don't connect to revenue on their own

Analytics tools show sessions and on-site conversions by campaign; they don't see the deal that closed in your CRM six weeks later. Cometly's pixel captures UTMs and click IDs on the first visit and attribution stitches them to the pipeline and revenue each campaign produced.

Auto-tagging and UTMs work together

Google, Meta, and Microsoft add their own click IDs (gclid, fbclid, msclkid) to ad URLs. Keep those on: they power conversion matching inside each platform. Add UTMs as well so tools that don't read click IDs still know the source, medium, and campaign.

Browsers increasingly strip parameters and cookies. See how server-side tracking keeps attribution intact.

More free tools

Other calculators marketers reach for.

FAQ

UTM questions, answered.

What the parameters are, which ones you need, naming rules, and where UTMs stop being useful.

Talk to sales

What is a UTM parameter?

A UTM parameter is a short tag added to the end of a URL that tells analytics tools where a visit came from. The name comes from Urchin Tracking Module, the software Google Analytics grew out of. There are five: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

Which UTM parameters are required?

utm_source, utm_medium, and utm_campaign are the three that analytics tools expect, and reports look incomplete without them. utm_term and utm_content are optional detail for keywords and individual creatives or links.

What is the difference between utm_source and utm_medium?

Source is the specific place the traffic came from, such as google, facebook, or a newsletter name. Medium is the type of channel, such as cpc, paid_social, email, or referral. Several sources can share one medium: google and bing are both cpc, facebook and linkedin are both paid_social.

Do UTM parameters affect SEO?

Not when used on links from outside your site. Search engines treat a URL with UTM parameters as the same page as the URL without them, especially when the page carries a canonical tag, which most sites do. Avoid putting UTMs on internal links, and don't tag links you expect other sites to publish, since you'd rather they link to the clean URL.

Should UTM values be lowercase?

Yes. Most analytics tools treat values as case-sensitive, so Facebook, facebook, and FACEBOOK show up as three separate sources and split your data. Lowercase everything, avoid spaces, and agree on a short list of allowed values for source and medium so reports stay tidy.

Can I use UTMs on internal links?

You shouldn't. Clicking a UTM-tagged link inside your own site starts a new session attributed to the internal campaign, which overwrites the real source the visitor arrived from. Use UTMs only on links that bring people to your site from somewhere else: ads, emails, social posts, partner pages.

Do UTM parameters work with GA4?

Yes. GA4 reads all five parameters and uses utm_source and utm_medium to assign each session to a default channel group, such as Paid Search or Paid Social. GA4 also recognizes utm_id, utm_source_platform, utm_creative_format, and utm_marketing_tactic, but the classic five cover almost every use.

How do I see UTM data in my CRM?

Capture the parameters on the first visit, store them in a cookie or local storage, and write them into hidden fields on your forms so they land on the lead record. Attribution tools like Cometly do this automatically and also match later visits and CRM deals back to the original campaign, which UTMs alone cannot do.

UTMs tell you the click.
Cometly tells you the revenue.

Cometly reads your UTMs and click IDs, follows the visitor through sign-up and sales, and reports which campaigns produced pipeline and revenue.

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