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UTM parameter builder, bulk generator, and URL decoder. Save presets, lowercase by default, copy in one click.
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What are UTM parameters?
UTM parameters are tags you add to the end of a URL so analytics tools like Google Analytics can tell you exactly where your traffic came from. When someone clicks a UTM-tagged link, those parameters get sent to your analytics, showing which campaigns, channels, and ads are actually driving results.
Without UTM tags, a click from a Facebook ad and a click from an organic LinkedIn post both show up as generic referral traffic. With them, you see the full picture: source, medium, campaign name, and even which specific ad variation someone clicked.
| Parameter | Purpose | Example |
|---|---|---|
| utm_source | Identifies the platform or site sending the traffic | google, facebook, newsletter |
| utm_medium | The marketing medium or channel type | cpc, email, social |
| utm_campaign | The specific campaign or promotion name | spring_sale, product_launch |
| utm_term | Paid search keyword (optional) | running+shoes, crm+software |
| utm_content | Differentiates ads or links pointing to the same URL (optional) | header_cta, sidebar_banner |
Frequently asked questions
What are UTM parameters?
UTM parameters are tags you add to the end of a URL so analytics tools like Google Analytics can tell you exactly where your traffic came from. When someone clicks a UTM-tagged link, those parameters are sent to your analytics, showing which campaigns, channels, and ads are driving results.
What is the difference between utm_source and utm_medium?
utm_source identifies the platform sending the traffic (google, facebook, newsletter). utm_medium describes the marketing channel type (cpc, email, social). Source is the where, medium is the how.
Are UTM parameters case-sensitive?
Yes. Google Analytics treats Google and google as two different sources. To prevent fragmented reporting, lowercase every UTM value. Make UTMs has an Auto-lowercase toggle on by default.
Can I generate UTM URLs in bulk?
Yes. The Bulk Generator tab takes a list of landing page URLs and applies the same UTM parameters to all of them at once. Output is a flat list or a CSV ready to paste into your campaign manager.
Does this work for Google Ads, Facebook Ads, and LinkedIn Ads?
Yes. Make UTMs builds UTMs for any paid channel. Google Ads supports auto-tagging via gclid, but custom UTMs still help when you also use other analytics tools. For Facebook Ads, LinkedIn Ads, email, and partner campaigns, manual UTMs are required.