Web guide
How to use a UTM link builder
UTM parameters label campaign traffic so an analytics system can group visits by source, medium, campaign, and optional creative details.
Build a UTM linkBuild a campaign URL
- Enter the final HTTP or HTTPS destination page.
- Add a consistent
utm_source. - Add the traffic channel as
utm_medium. - Add a recognizable
utm_campaign. - Use term or content only when they answer a specific reporting question.
- Build the link, review it, and test the destination before publishing.
What each UTM field means
| Field | Question it answers | Example |
|---|---|---|
utm_source | Where did the visitor come from? | newsletter |
utm_medium | What channel carried the link? | email |
utm_campaign | Which initiative was it? | spring_launch |
utm_term | Which keyword or targeting label? | running_shoes |
utm_content | Which creative or placement? | hero_button |
Worked example
https://example.com/guide?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch
This link identifies a newsletter as the source, email as the medium, and spring_launch as the campaign. The values describe the placement, not the visitor.
Create a naming convention first
Analytics tools often treat Email and email as different values. Decide on lowercase formatting, word separators, channel names, and campaign identifiers before a team publishes links. Keep a small shared naming sheet so everyone uses the same vocabulary.
- Prefer short, descriptive values.
- Use one medium name for the same channel.
- Avoid dates unless they help distinguish real campaigns.
- Do not put personal or sensitive information in UTM values.
- Do not tag ordinary internal navigation links because it can overwrite attribution.
What the ToolPixels builder changes
The builder replaces existing lowercase UTM fields of the same name while preserving other query parameters and the fragment. Blank optional fields remove existing utm_term or utm_content values. It encodes plain-text values, may serialize spaces as +, and does not shorten, visit, or track the result.