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Build trackable campaign URLs with UTM parameters. Includes source and medium presets and automatic value cleanup.
A UTM link is an ordinary web address with a few tracking tags added to the end, called UTM parameters. Analytics tools read those tags to record exactly which campaign, channel, or ad sent each visitor. UTM stands for Urchin Tracking Module.
The page visitors should land on. The path is left exactly as you type it.
https://mycalculator.to/real-estate-and-housing/mortgage-calculator?utm_source=google&utm_medium=cpc&utm_campaign=spring-sale-2026
| Parameter | Required | Purpose | Example |
|---|---|---|---|
| utm_source | Required | Where the traffic comes from | google, newsletter, facebook |
| utm_medium | Required | The type of marketing channel | cpc, email, social, referral |
| utm_campaign | Recommended | The specific promotion | spring-sale-2026 |
| utm_term | Optional | Paid search keywords | mortgage-calculator |
| utm_content | Optional | Distinguishes similar links or ads | hero-cta, footer-link |
| Channel | utm_source | utm_medium |
|---|---|---|
| Google Ads | cpc | |
| Facebook Ads | paid-social | |
| Organic social post | social | |
| Email newsletter | newsletter | |
| Affiliate or partner link | partner-name | affiliate |
| Printed QR code | flyer | qr |
Formula
https://example.com/page?utm_source=SOURCE&utm_medium=MEDIUM&utm_campaign=CAMPAIGN&utm_term=TERM&utm_content=CONTENT? = marks where the tracking tags begin
& = separates one tag from the next
key=value = each tag is a name and a value; values are URL-encoded, so a space becomes %20
lowercase + hyphens = UTM values are case sensitive, so Email and email count as two different mediums; standardizing prevents one campaign splitting into several rows
Worked Example
Landing page posted as a paid Google search ad for a spring campaign
Did you know? UTM stands for Urchin Tracking Module, named after Urchin Software Corp., a web analytics company Google acquired in 2005. Urchin's technology became the foundation of Google Analytics. The product was renamed, but the utm_ prefix on campaign links survived and is still the standard today.
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