UTM Campaign URL Builder

They are tags added to the end of a URL (utm_source, utm_medium, utm_campaign, utm_term and utm_content) so your analytics tool knows where each visit came from. When someone clicks a tagged link, those values are recorded with the visit, so you can attribute traffic and conversions to the specific campaign, channel and ad.

In practice, source, medium and campaign form the basic trio: they identify where the visit came from (source), through what kind of channel (medium) and in which campaign. term and content are optional: term is mostly for the keyword in search ads, and content to tell apart two variants of the same ad or two links within the same email.

Because UTM parameters are case-sensitive: Facebook, facebook and FaceBook are logged as three different sources and fragment your reports. Setting a lowercase convention from the start avoids that mess. This tool helps by lowercasing the values automatically.

They do not harm SEO. Google understands UTM parameters and treats the URL with and without them as the same page, as long as your canonical points to the clean version (standard in any modern CMS). That said, use them only on external campaign links, never in your own site's internal navigation, where they would overwrite the real source of the visit.

No. UTMs are for traffic arriving from outside: an email, an ad, a social post, a sponsorship. If you tag a link between two pages of your own site, you reset the analytics session and wipe the original source, crediting yourself with a visit that actually came from Google or a campaign.