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UTM Builder

A UTM builder appends campaign parameters to a URL so analytics can attribute the visit to a specific source, medium and campaign. Getting the five parameters consistent matters more than getting them clever: analytics treats Email and email as two different sources and will split your reporting.

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What does a UTM builder add to a URL?

A UTM builder appends campaign parameters that analytics systems use to group visits by source, medium, campaign, term, and content. Consistent names make paid, email, social, partner, and content links comparable without changing the destination page.

The native URL API preserves unrelated query parameters, overwrites existing UTM values instead of duplicating them, and encodes the result locally. Analytics treats capitalization and spelling variants as separate values, so establish a naming convention before distribution. UTM parameters are visible to recipients and should never contain personal or secret data.