UTM Builder for Email Campaigns
Generate properly tagged URLs for your email campaigns so you can track every click in Google Analytics. Single URL mode or batch mode for multiple links.
No signup required. Runs entirely in your browser. Nothing is sent to any server.
Build Your Tagged URL
Where the traffic comes from (e.g., newsletter, promotional, onboarding)
The marketing channel (always "email" for email campaigns)
A unique name for this campaign (use hyphens, no spaces)
Differentiate links within the same email
Tag with audience segment or keyword
Batch UTM Builder
Enter multiple destination URLs (one per line) and apply the same UTM parameters to all of them.
Your Tagged URL
Parameter Breakdown
Tagged URLs
-- URLs generated
How the UTM Builder Works
Enter your details
Paste your destination URL and fill in the campaign source, medium, and name. Add optional content and term parameters for more granular tracking.
Generate the URL
The tool appends the UTM parameters to your URL, handling encoding and existing query strings automatically. If the URL already has UTM params, they are replaced.
Copy and use
Copy the tagged URL and paste it into your email. Use batch mode to tag multiple URLs at once for emails with many links. All clicks will now be tracked in Google Analytics.
UTM Best Practices for Email Marketers
Consistent UTM tagging is the difference between knowing exactly which emails drive revenue and staring at a Google Analytics dashboard full of "(not set)" values. Here are the practices that separate organized marketing teams from chaotic ones.
Always use lowercase. Google Analytics treats "Newsletter" and "newsletter" as different sources. Force everything to lowercase to avoid fragmented data. Our builder does this automatically.
Use hyphens, not spaces or underscores. Spaces get encoded as %20 in URLs, which makes them hard to read in reports. Hyphens are cleaner and universally supported.
Include dates in campaign names. "spring-sale" is ambiguous. "2024-03-spring-sale" is specific. When you look at your analytics report six months from now, you want to know exactly which campaign you are looking at.
Use utm_content to track individual links. If your email has three CTAs (header, body, footer), use utm_content to differentiate them. This tells you which position in your email drives the most clicks.
UTM Builder FAQ
What are UTM parameters and why do they matter for email?
UTM parameters are tags added to the end of a URL that tell Google Analytics (and other analytics tools) where a visitor came from, what campaign drove them, and which specific link they clicked. For email marketing, UTM parameters are essential because without them, clicks from your emails may show up as "direct" traffic in analytics, making it impossible to measure email ROI. The five UTM parameters are: source (where the traffic comes from, e.g., "newsletter"), medium (the marketing channel, e.g., "email"), campaign (the specific campaign name), content (which link within the email), and term (used for paid search but sometimes repurposed for segmentation).
What values should I use for utm_source and utm_medium in emails?
For email marketing, the standard convention is to set utm_medium to "email" -- this tells Google Analytics to categorize the traffic under the Email channel grouping. For utm_source, use a value that identifies the specific email list or sender, such as "newsletter," "weekly-digest," "onboarding," or "promotional." Consistency is critical. If you use "newsletter" in one campaign and "Newsletter" in another, Google Analytics treats them as two separate sources. Pick a naming convention, document it, and stick with it across all campaigns.
Do UTM parameters affect SEO or page loading speed?
UTM parameters have no effect on page loading speed -- they are simply query string parameters that the browser sends to your analytics tool. For SEO, there is a minor consideration: if search engines index your UTM-tagged URLs, you could end up with duplicate content issues. However, Google is generally good at ignoring UTM parameters when indexing. To be safe, set your canonical URL tags to point to the clean (non-UTM) version of each page. If you use Google Search Console, you can also tell Google to ignore specific URL parameters.
How should I name my utm_campaign parameter?
Use a consistent naming convention that includes the date or identifying information. Good examples: "2024-03-spring-sale," "weekly-digest-2024-03-15," or "product-launch-widget-pro." Bad examples: "email1," "test," or "march campaign." Keep names lowercase, use hyphens instead of spaces, and include enough context so that six months from now you can look at the campaign name in analytics and know exactly what it refers to. Many teams use the format: YYYY-MM-campaign-name for easy chronological sorting.
Can I use UTM parameters with email automation platforms?
Yes, and most email platforms (Mailchimp, ConvertKit, ActiveCampaign, etc.) either auto-append UTM parameters or provide fields to configure them per campaign. If your platform auto-tags links, check what values it uses -- they are often generic (e.g., utm_source=mailchimp) and may not follow your naming conventions. In that case, disable auto-tagging and use our UTM builder to create properly named URLs for each link in your email. For automation sequences, include the sequence name and step number in your campaign tag so you can track which emails in the sequence drive the most conversions.
More Email Marketing Tools
Track your campaigns, optimize your copy, and measure your results with our full toolkit.