UTM Builder

Generate consistent, well-organized UTM tracking links for marketing campaigns.

UTM Parameters

Parameter Required Purpose Example

utm_source

Yes Traffic source google, linkedin, newsletter

utm_medium

Yes Marketing medium cpc, email, social, organic

utm_campaign

Yes Campaign name spring-sale-2025

utm_term

No Paid search keywords project+management

utm_content

No Differentiate variants cta-button, hero-image

Naming Conventions

Recommended Format

utm_source: {platform} utm_medium: {channel-type} utm_campaign: {yyyy-mm}-{campaign-name} utm_term: {keyword} (paid search only) utm_content: {ad-variant}-{placement}

Source Values (lowercase, no spaces)

Paid:

• google
• linkedin
• meta (facebook + instagram)
• tiktok
• twitter
• bing

Organic Social:

• linkedin-organic
• twitter-organic
• facebook-organic

Email:

• mailchimp
• hubspot
• sendgrid
• newsletter

Referral:

• partner-{name}
• affiliate-{name}
• referral

Medium Values

Paid:

• cpc (cost per click)
• cpm (cost per impression)
• display
• video
• retargeting

Organic:

• organic
• social
• referral

Direct:

• email
• sms
• push

Content:

• blog
• pr
• podcast
• webinar

Campaign Naming

Format: {date}-{name}-{segment}

Examples:

• 2025-03-spring-promo
• 2025-q1-product-launch
• 2025-04-webinar-ai-trends
• 2025-03-ebook-marketing-guide
• evergreen-demo-request

How to Use

Single URL

Create a UTM link for: URL: https://example.com/pricing Campaign: Spring promotion on LinkedIn

Output:

https://example.com/pricing?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-03-spring-promo

Bulk Generation

Create UTM links for a multi-channel campaign: URL: https://example.com/demo Campaign: Q2 Product Launch

Channels:

• Google Search Ads
• LinkedIn Sponsored Content
• Email newsletter
• Twitter organic post

Output:

═══════════════════════════════════════════════════════════════ CAMPAIGN: Q2 Product Launch BASE URL: https://example.com/demo DATE: 2025-Q2 ═══════════════════════════════════════════════════════════════

GOOGLE SEARCH ADS: ────────────────────────────────────────────────────────────── https://example.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_term={keyword}

Use {keyword} placeholder for dynamic keyword insertion.

LINKEDIN SPONSORED: ────────────────────────────────────────────────────────────── Variant A (Image): https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=image-a

Variant B (Video): https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=video-b

EMAIL NEWSLETTER: ────────────────────────────────────────────────────────────── Header CTA: https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=header-cta

Footer CTA: https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=footer-cta

TWITTER ORGANIC: ────────────────────────────────────────────────────────────── https://example.com/demo?utm_source=twitter-organic&utm_medium=social&utm_campaign=2025-q2-product-launch

═══════════════════════════════════════════════════════════════ TRACKING SPREADSHEET ═══════════════════════════════════════════════════════════════

A/B Test Links

Create UTM links for A/B testing two landing pages: URL A: https://example.com/landing-v1 URL B: https://example.com/landing-v2 Campaign: Homepage redesign test Channel: Google Ads

Output:

VARIANT A (Control): https://example.com/landing-v1?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=control-v1

VARIANT B (Treatment): https://example.com/landing-v2?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=treatment-v2

TRACKING NOTE: Compare conversion rates in Google Analytics: Acquisition → Traffic Acquisition → Filter by utm_content

Platform-Specific Tips

Google Ads

Use ValueTrack parameters for dynamic insertion:

• {keyword} - Search keyword
• {matchtype} - Match type (e, p, b)
• {device} - Device (m, t, c)
• {adposition} - Ad position

Example: ?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term={keyword}&utm_content={adposition}

LinkedIn Ads

Use LinkedIn macros:

• {{CAMPAIGN_NAME}}
• {{CREATIVE_NAME}}
• {{CAMPAIGN_GROUP_NAME}}

Note: LinkedIn auto-appends some tracking; combine carefully.

Meta (Facebook/Instagram)

Use URL parameters in ad setup:

• {{ad.name}}
• {{adset.name}}
• {{campaign.name}}

Example: ?utm_source=meta&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

HubSpot Integration

HubSpot auto-recognizes UTM parameters. Ensure consistency with HubSpot campaign naming.

Best practice:

• Create HubSpot campaign first
• Use exact campaign name in utm_campaign
• Tag all assets (emails, pages, ads) with same campaign

Short URL Integration

For social media, use URL shorteners that preserve UTM:

• Bitly - Tracks clicks, preserves UTMs

• Rebrandly - Custom branded domains

• Short.io - Team features

Example workflow:

• Generate full UTM URL

• Shorten with Bitly

• Use short URL in social posts

• UTMs still tracked in Google Analytics

Common Mistakes to Avoid

Mistake Problem Solution

Inconsistent capitalization Creates duplicate campaigns in GA Always use lowercase

Spaces in parameters Breaks URL Use hyphens or underscores

Missing utm_medium Poor channel attribution Always include medium

Generic campaign names Hard to analyze Use date + descriptive name

Not documenting Lost tracking context Maintain spreadsheet

Duplicate utm_source Confusion in reporting Standardize naming

UTM Audit

Checklist

• All lowercase (no mixed case)

• No spaces (use hyphens)

• Consistent naming across team

• Campaign includes date prefix

• Medium matches channel type

• Content differentiates variants

• Documented in tracking spreadsheet

Analytics Verification

After launching, verify in GA4:

• Go to Reports → Acquisition → Traffic acquisition

• Add secondary dimension: Session source/medium

• Filter by campaign name

• Confirm data is populating correctly

Template Library

Email Campaigns

Newsletter: ?utm_source=newsletter&utm_medium=email&utm_campaign={date}-{topic}&utm_content={position}

Drip Sequence: ?utm_source=hubspot&utm_medium=email&utm_campaign={sequence-name}&utm_content=email-{number}

Transactional: ?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation

Social Media

Organic Post: ?utm_source={platform}-organic&utm_medium=social&utm_campaign={date}-{topic}

Paid Social: ?utm_source={platform}&utm_medium=cpc&utm_campaign={date}-{campaign}&utm_content={creative-name}

Content Marketing

Blog Post: ?utm_source=blog&utm_medium=organic&utm_campaign={post-slug}

Guest Post: ?utm_source={publication}&utm_medium=referral&utm_campaign=guest-post-{date}

Podcast: ?utm_source={podcast-name}&utm_medium=podcast&utm_campaign={episode}

Partnerships

Co-Marketing: ?utm_source=partner-{name}&utm_medium=referral&utm_campaign={joint-campaign}

Affiliate: ?utm_source=affiliate-{name}&utm_medium=referral&utm_campaign=affiliate-program

Integration

Works well with:

• analytics-interpretation - Analyze UTM performance

• marketing-demand-acquisition - Track paid campaign ROI

• social-media-analyzer - Measure social campaign results

• email-template-generator - Add tracking to email campaigns