How to use the utm link builder
Create a consistent tracking URL for your newsletter or campaign without editing query strings by hand. The UTM builder safely encodes each field and preserves the destination URL, existing parameters, and fragment.
- Enter the complete HTTPS destination URL. Use the final landing page rather than a shortened redirect.
- Choose a source such as newsletter and a medium such as email. Keep your naming convention consistent across campaigns.
- Enter a campaign name, then add optional term and content labels when you need to distinguish audiences or placements.
- Copy the generated link into your email. Existing UTM fields are replaced by the values you enter, while unrelated parameters remain intact.
- Open the destination in your own browser and confirm that your analytics platform records the intended source and campaign.
Create a naming convention before sending
Choose predictable values for source, medium, and campaign. Differences in case, spacing, or spelling can split one campaign into several reporting rows. The content field can distinguish a main button from a footer link, while the campaign name identifies the send or initiative. Record your convention in the team workflow so different authors create comparable links. This tool encodes your chosen names rather than deciding how your analytics platform groups them.
Keep personal information out of tracking links
A URL may appear in logs, browser history, analytics reports, screenshots, and shared messages. Do not put recipient email addresses, names, private account identifiers, or secrets into UTM fields. Use broad campaign labels rather than personal records. Tracking parameters describe attribution, not permission, and they should not bypass a recipient preference or consent requirement.
Understand attribution limitations
UTM parameters label a visit, but they do not prove that email caused a conversion. Recipients can share links, browsers can block analytics, and security scanners may request a destination without a human click. Attribution models also differ across analytics platforms. Combine campaign labels with the definitions used in your reporting system, and use the ROI calculator only when you understand which revenue your model attributes to the send.
Common questions
Are existing URL parameters removed?
Unrelated parameters and the fragment are retained. Matching UTM fields are replaced, and optional fields left empty are removed.
Does the builder shorten links?
No. It keeps the destination visible and does not use an external redirect service.
Can I include an email address in a UTM field?
Avoid personal data. Tracking URLs are exposed to recipients and other systems that process the link.