Free UTM Builder
TrackRev's free UTM builder creates clean, consistent UTM-tagged campaign URLs in seconds — no signup, nothing stored, all in your browser. And when you want to see which channel pays your MRR/ARR, TrackRev tracks any link.
Fill in the fields above to generate your URL.Every UTM parameter, explained
A UTM-tagged URL is just your normal link with five optional parameters bolted onto the end. Your analytics tool reads them to work out where each visit came from. Three are worth setting on every link; two are situational.
| Parameter | Required | What it tells your analytics | Example |
|---|---|---|---|
utm_source | Yes | Where the traffic comes from — the specific referrer or platform. | newsletter, google, twitter |
utm_medium | Yes | The marketing channel or type of traffic. | email, cpc, social, affiliate |
utm_campaign | Yes | The specific campaign, promotion, or launch the link belongs to. | spring_sale, launch_2026 |
utm_term | Optional | The paid keyword — used mostly for paid search ads. | attribution+software |
utm_content | Optional | Which creative or link variant was clicked — used for A/B tests. | header_cta, footer_link |
Source, medium & campaign — a cheat sheet
The hardest part of UTMs is deciding what to actually put in each field. Here are consistent values for the channels most teams use.
| Channel | utm_source | utm_medium | Example campaign |
|---|---|---|---|
| Email newsletter | your list name (e.g. weekly_digest) | july_product_update | |
| Google Ads (search) | cpc | brand_search | |
| Facebook / Instagram ad | paid_social | retargeting_q3 | |
| Organic social post | social | launch_announcement | |
| Affiliate / partner link | partner name | affiliate | partner_promo |
| QR code on print | flyer | offline | trade_show_2026 |
UTM best practices that keep your reports clean
UTMs are only as good as your discipline with them. A handful of conventions is the difference between a channel report you trust and a tangle of near-duplicate rows.
Keep everything lowercase
UTM values are case-sensitive in most analytics tools, so Google and google become two separate rows and split your reports. Pick lowercase and never deviate.
Agree on a convention and write it down
The value of UTMs collapses the moment two people tag the same channel differently (email vs e-mail vs newsletter). Keep a shared spreadsheet of approved source/medium values.
Use consistent separators
Spaces break URLs and show up as %20. Use underscores or hyphens for multi-word values — and use the same one everywhere (spring_sale, not spring-sale in half your links).
Only the three core parameters are usually needed
utm_source, utm_medium, and utm_campaign answer where, how, and why. Add utm_term and utm_content only when you genuinely run paid keywords or A/B creative — otherwise they add noise.
Common UTM mistakes to avoid
Adding UTMs to links between pages of your own site restarts the session in Google Analytics and overwrites the original source — so a visitor who came from Google suddenly looks like they came from your own homepage. Never UTM-tag internal navigation.
UTM parameters are visible in the address bar and stored in analytics. Never include emails, names, or IDs that identify a person.
cpc, ppc, and paid-search all describe paid search but fragment your channel grouping. Standardise on the values your analytics tool expects (email, cpc, social, affiliate, referral).
UTMs tell your analytics where a visit came from — they don't tie that visit to the revenue it eventually produced. That join is what TrackRev adds on top.
From UTMs to revenue
A UTM link tells Google Analytics a visit came from your newsletter. It can't tell you that visit became a $49/mo subscription six days later. TrackRev wraps any UTM link in a tracked short link, follows the visitor through to the Stripe, Paddle, Polar, or Lemon Squeezy charge they produce, and attributes that revenue back to the channel — so you rank channels by MRR, not clicks.
UTM builder — frequently asked
UTMs tell you the source. TrackRev tells you the revenue.
Wrap your UTM links in a tracked short link and follow every click through to the purchase. And when you want to see which channel actually pays your MRR/ARR, TrackRev tracks any link — tying each UTM click to the sale it ultimately drove.