What are the five UTM parameters?

utm_source (where the traffic came from — google, newsletter, facebook), utm_medium (the channel type — cpc, email, social), utm_campaign (the campaign name — spring_sale, q2_launch), utm_term (paid-search keyword), and utm_content (variant for A/B tests — top_banner, cta_bottom). Source, medium, and campaign are the essentials; term and content are optional.

Should UTM values be uppercase or lowercase?

Always lowercase. Analytics tools treat UTM values as case-sensitive, so `Facebook` and `facebook` become two separate rows in your reports — fragmenting the data. This tool lowercases for you by default; uncheck the option if you need exact-case for a specific reason.

Do UTM tags affect SEO?

No direct effect, but they create multiple URLs for the same content. Most SEOs add UTM-tagged URLs to robots.txt's disallow (for crawl budget) or use canonical tags pointing to the un-tagged URL. UTM is for humans (analytics), canonical is for search engines.

UTM Builder (Campaign URL Generator)

SEO & Marketing· 10 tools

Free UTM campaign URL builder. Enter your destination URL and campaign parameters (source, medium, campaign, term, content, id), and get a properly URL-encoded link ready to paste into social posts, email blasts, or ad campaigns. Matches Google Analytics 4 (GA4) convention. Includes a preset for the most common combinations and automatic lowercasing to keep Analytics reports clean.

Destination URL

Presets

utm_source *

utm_medium *

utm_campaign *

utm_term (keyword)

utm_content (variant)

utm_id (GA4 campaign ID)

Lowercase all UTM values (recommended)

Tagged URL

https://example.com/landing?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale

Tip: use underscores or hyphens in campaign names, never spaces. Always lowercase — analytics treats `Facebook` and `facebook` as different sources.

Frequently Asked Questions

References

GA4 — Collect campaign data with custom URLs — Google

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Frequently Asked Questions

References and sources

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