UTM Link Builder
UTM parameters are the standard way to track where your traffic comes from in Google Analytics and other analytics platforms. This tool builds a properly formatted URL with utm_source, utm_medium, utm_campaign, utm_term, and utm_content parameters appended as query string values.
Type or paste your destination URL and fill in whichever UTM fields apply to your campaign. The tool constructs the tagged URL live as you type, using the URLSearchParams API to ensure proper encoding of special characters. Copy the result with one click and paste it into your ad, email, social post, or anywhere else you're linking from.
No data is sent to a server — the URL is built entirely in your browser. The tool doesn't shorten, redirect, or track the URL itself; it just constructs the tagged version for you to use with your own analytics.
By The Paper Room Editorial Team — SEO & Marketing Tools
Frequently asked questions
What are UTM parameters?▼
UTM (Urchin Tracking Module) parameters are tags added to a URL's query string that analytics platforms like Google Analytics use to identify where traffic came from. The five standard parameters are utm_source (the referrer, e.g. 'google'), utm_medium (the channel, e.g. 'cpc'), utm_campaign (the campaign name), utm_term (the paid keyword), and utm_content (to differentiate similar content or links within the same ad).
Which UTM parameters are required?▼
Technically none are required for the URL to work, but Google Analytics needs at least utm_source and utm_medium to attribute traffic correctly. utm_campaign is strongly recommended so you can group traffic by campaign. utm_term and utm_content are optional and used for more granular tracking.
Do UTM parameters affect SEO?▼
UTM parameters shouldn't affect SEO if your site handles them correctly — most modern CMS and analytics setups treat URLs with different query parameters as the same page. However, if search engines index UTM-tagged URLs as separate pages, it can cause duplicate content issues. Using canonical tags and blocking UTM parameters in robots.txt or Google Search Console prevents this.