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Add UTM parameters to any URL in seconds. Measure exactly which campaigns, channels, and content pieces drive traffic. No more guessing in Google Analytics.
What are UTM parameters?
UTM parameters are tags you add to the end of a URL so that Google Analytics can tell you exactly where your traffic came from. Without them, Analytics groups visits into buckets like "direct" or "referral" — giving you almost no insight into which campaigns actually drove conversions. With UTM tags, you'll know that your Tuesday email drove 340 conversions, while your Instagram story drove 12.
Consistent UTM tagging is the foundation of any attribution model. Pair it with short links to keep your URLs shareable and add retargeting pixels to turn every click into an ad audience.
UTM parameter guide
utm_sourceutm_mediumutm_campaignutm_contentutm_termFrequently asked questions
What are UTM parameters?+
UTM parameters are tags you add to a URL so that analytics tools like Google Analytics can tell you where traffic came from. The five standard parameters are utm_source, utm_medium, utm_campaign, utm_content, and utm_term.
How do I use UTM parameters in GA4?+
In GA4, go to Reports → Acquisition → Traffic acquisition. Your UTM values appear as Session source (utm_source), Session medium (utm_medium), and Session campaign (utm_campaign). You can also build custom Explorations to filter by any combination of these dimensions.
Is there a free UTM builder tool?+
Yes — the LinkSqueeze UTM builder above is completely free. No account required. Add your URL and campaign details, then copy your tagged link in seconds.
Do UTM parameters affect SEO?+
UTM parameters are stripped by Google Analytics before they affect search ranking, but you should set a canonical URL on landing pages to avoid duplicate content issues if URLs with UTM parameters get indexed.
What's the difference between utm_source and utm_medium?+
utm_source identifies who sent the traffic (e.g. 'newsletter', 'facebook', 'google'). utm_medium describes the marketing channel (e.g. 'email', 'cpc', 'social'). Together they tell you both the origin and the type of traffic.
Should I shorten UTM URLs?+
Yes. Long UTM-tagged URLs look messy in social posts, emails, and print. Use the Link Squeeze shortener to wrap them in a clean short link - all UTM data still passes through to your analytics.
Are UTM parameters case-sensitive?+
Yes - Google Analytics treats 'Email' and 'email' as different values. Establish a naming convention (lowercase is standard) and stick to it across your team.
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