Graphics Cove

FREE TOOL

UTM campaign link builder

Build consistent, correctly tagged links so your analytics actually tells you what’s working.

Add source, medium, campaign to finish the link.

Your tagged link

https://yourcompany.co.uk/landing-page?utm_source=…

What each parameter is for.

utm_source
Where the traffic comes from — google, newsletter, linkedin, a partner’s site.
utm_medium
The type of channel — cpc, email, social, banner, qr.
utm_campaign
The specific campaign or promotion — spring_sale_2026, launch_webinar.
utm_term
Optional. The paid keyword, for search campaigns.
utm_content
Optional. Which link or creative, when you have more than one — header_link, footer_link, variant_a.

Questions people ask.

What are UTM parameters?

They are tags added to the end of a link (?utm_source=…&utm_medium=…) that tell your analytics tool where a visitor came from. Without them, a lot of traffic gets lumped under “direct” or “referral” and you lose the detail.

Do UTM tags slow my site down or hurt SEO?

No. They are just query parameters. The one thing to avoid is putting UTM links in your own internal navigation, which can fragment your analytics — use them only on links coming from outside your site.

Why does lowercase matter?

Analytics tools are case-sensitive, so Email, email and EMAIL show up as three separate sources. Pick a convention — lowercase with underscores is the common one — and stick to it.

Where are my recent links stored?

Only in this browser, in local storage. They never leave your device and we cannot see them.