Build campaign URLs that analytics will actually attribute
A UTM parameter with a typo is invisible in the link and fatal in the report. This builder produces correctly named parameters, warns about the usual mistakes, and shows you exactly what the final URL looks like.
- Parameters
- source, medium, campaign
- Presets
- Per channel
- Validation
- Casing and typos
How to use it
- Enter the destination URL The page the link should point to. Existing query parameters are preserved and the new ones are appended.
- Fill in the campaign fields A source such as newsletter, a medium such as email and a campaign name. Preset buttons fill in sensible values for each channel.
- Copy the tagged URL The builder checks the casing, warns about spaces and reserved characters, and gives you the final URL ready to paste.
Reference
Recommended parameter casing
| Parameter | Value | Notes |
|---|---|---|
| `utm_source` | `newsletter` | Where the traffic comes from |
| `utm_medium` | `email` | The channel type, not the tool |
| `utm_campaign` | `spring_launch` | The specific campaign |
| `utm_content` | `hero_button` | Which creative, when there are several |
| `utm_term` | `running+shoes` | Paid search keywords only |
Questions people ask
What is the difference between utm_source and utm_medium?
Source is the specific origin, such as newsletter or linkedin. Medium is the channel type, such as email or social. Using the same value for both, such as source=email and medium=email, is the most common mistake and it flattens your channel reporting.
Do UTM parameters work on every platform?
Most advertising and social platforms ignore unknown query parameters and pass them through, but some strip them on redirect. Test your specific destination with a link checker before a campaign goes live.
Should I use utm_term on non-paid links?
No. It is designed for paid search keywords. Adding it to every link adds noise to your reports without adding information.
How do I keep the URL readable?
Use short, lowercase, hyphen-separated values, and keep campaign names consistent across a launch. If a value needs a space, use a plus sign or a hyphen rather than %20.
Can I track a QR code?
Yes, which is why the QR preset exists. A dedicated QR campaign parameter is what lets you tell a poster scan apart from a typed visit, and the QR tool in this toolbox can encode the tagged URL directly.
Does the builder send my URL anywhere?
No. The URL is assembled in the page and never transmitted, which matters when the destination contains a token or an internal hostname.
Details that catch people out
The Google Analytics documentation uses lowercase, and many teams end up with utm_Source in one place and utm_source in another, which produces two rows in the report. Pick one and never deviate.
A UTM value ends up in the referring page, in the browser history and often in a shared report. An email address in utm_content is a privacy problem even though the page itself collects no data.
Guides that go deeper
- A Naming Convention for UTM Parameters 5 min read · How to pick UTM source, medium and campaign values that produce a readable report, and why…
Last reviewed 2026-10-03. Every tool on DevSnap runs entirely in your browser, so whatever you paste here never reaches a server.