Three tags do most of the work. Source says who sent the visitor, medium says what kind of channel it was, and campaign says which push it belonged to. Google's Analytics Help page on custom campaign URLs, as of November 2026, says to always use all three, and notes that missing tags show up as "(not set)" in reporting.
Term and content are optional. Use term when you want to record the paid keyword. Use content when you run two links in the same place, for example a header button and a footer link in one email, and you want to know which one got the click. The same help page also describes a few more parameters, such as utm_id and utm_source_platform. This builder covers the five most used ones; check Google's page if you need the rest.
Tag values are case-sensitive, so "Facebook", "facebook" and "fb" can end up as three different rows in a report, even though they are the same traffic. That is why the tidy option is on by default: it turns everything to lower case, swaps spaces for hyphens and removes characters that tend to break links.
Pick one list of names and keep it. A short shared sheet with your agreed sources, mediums and campaign names is enough. The quick-fill chips give you a sensible starting set, but change them to match your own habit as long as everyone uses the same one.
Use them for links you control and place outside your own site: email newsletters, social posts and bios, QR codes on print, WhatsApp broadcasts, partner pages and paid ads. Each one then shows up on its own line instead of vanishing into "direct" or a general referral.
Do not put UTM tags on links between pages of your own website. A visitor who clicks one can start a new session in your analytics and hide where they really came from. Also remember the full tagged address is visible to anyone who looks at it, so never put names, emails or anything private in a value.
Use the Open link button to confirm the page loads, then look at your analytics a little later to see the visit with your source, medium and campaign names. How a given report shows these tags is set by Google Analytics, so read its documentation or check your own reports rather than assume.
If your address already had UTM tags, this builder replaces them with the ones you set and leaves every other part untouched. That is usually what you want when you reuse an old link for a new campaign.
