UTM Link Builder

What each parameter means

Source is where the traffic came from, such as a newsletter or a specific site. Medium is the channel type, such as email, social or cpc. Campaign names the initiative. Content distinguishes two links within the same campaign, which is how you tell a header button from a footer link.

Consistency matters more than correctness

Analytics tools read these values as case-sensitive strings, so Email and email become two separate rows in your report. The single most valuable habit is picking a convention, writing it down, and sticking to it. Lower case throughout is the usual choice, because it removes the question.

Do not tag internal links

Adding campaign parameters to links between pages of your own site restarts the visitor session and attributes their activity to the internal link rather than to how they actually arrived. This common mistake quietly corrupts a whole analytics account.

Keep a record of what you tagged

Six months on, nobody remembers whether a campaign was called spring-launch or spring_launch, and analytics will happily report both as separate campaigns. A shared sheet listing every tagged link costs nothing and prevents an entire category of reporting confusion.

Need this handled across a whole website? See our Digital Marketing Services page.