tomevault-io UTM Builder
Generate consistent, well-organized UTM tracking links for marketing campaigns.
UTM Parameters
| Parameter | Required | Purpose | Example |
|---|---|---|---|
utm_source |
Yes | Traffic source | google, linkedin, newsletter |
utm_medium |
Yes | Marketing medium | cpc, email, social, organic |
utm_campaign |
Yes | Campaign name | spring-sale-2025 |
utm_term |
No | Paid search keywords | project+management |
utm_content |
No | Differentiate variants | cta-button, hero-image |
Naming Conventions
Recommended Format
utm_source: {platform}
utm_medium: {channel-type}
utm_campaign: {yyyy-mm}-{campaign-name}
utm_term: {keyword} (paid search only)
utm_content: {ad-variant}-{placement}
Source Values (lowercase, no spaces)
Paid:
- google
- linkedin
- meta (facebook + instagram)
- tiktok
- twitter
- bing
Organic Social:
- linkedin-organic
- twitter-organic
- facebook-organic
Email:
- mailchimp
- hubspot
- sendgrid
- newsletter
Referral:
- partner-{name}
- affiliate-{name}
- referral
Medium Values
Paid:
- cpc (cost per click)
- cpm (cost per impression)
- display
- video
- retargeting
Organic:
- organic
- social
- referral
Direct:
- email
- sms
- push
Content:
- blog
- pr
- podcast
- webinar
Campaign Naming
Format: {date}-{name}-{segment}
Examples:
- 2025-03-spring-promo
- 2025-q1-product-launch
- 2025-04-webinar-ai-trends
- 2025-03-ebook-marketing-guide
- evergreen-demo-request
How to Use
Single URL
Create a UTM link for:
URL: https://example.com/pricing
Campaign: Spring promotion on LinkedIn
Output:
https://example.com/pricing?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-03-spring-promo
Bulk Generation
Create UTM links for a multi-channel campaign:
URL: https://example.com/demo
Campaign: Q2 Product Launch
Channels:
- Google Search Ads
- LinkedIn Sponsored Content
- Email newsletter
- Twitter organic post
Output:
═══════════════════════════════════════════════════════════════
CAMPAIGN: Q2 Product Launch
BASE URL: https://example.com/demo
DATE: 2025-Q2
═══════════════════════════════════════════════════════════════
GOOGLE SEARCH ADS:
──────────────────────────────────────────────────────────────
https://example.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_term={keyword}
Use {keyword} placeholder for dynamic keyword insertion.
LINKEDIN SPONSORED:
──────────────────────────────────────────────────────────────
Variant A (Image):
https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=image-a
Variant B (Video):
https://example.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=2025-q2-product-launch&utm_content=video-b
EMAIL NEWSLETTER:
──────────────────────────────────────────────────────────────
Header CTA:
https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=header-cta
Footer CTA:
https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=2025-q2-product-launch&utm_content=footer-cta
TWITTER ORGANIC:
──────────────────────────────────────────────────────────────
https://example.com/demo?utm_source=twitter-organic&utm_medium=social&utm_campaign=2025-q2-product-launch
═══════════════════════════════════════════════════════════════
TRACKING SPREADSHEET
═══════════════════════════════════════════════════════════════
| Channel | Source | Medium | Campaign | Content | Full URL |
|---------|--------|--------|----------|---------|----------|
| Google | google | cpc | 2025-q2-product-launch | - | [url] |
| LinkedIn | linkedin | cpc | 2025-q2-product-launch | image-a | [url] |
| LinkedIn | linkedin | cpc | 2025-q2-product-launch | video-b | [url] |
| Email | newsletter | email | 2025-q2-product-launch | header-cta | [url] |
| Email | newsletter | email | 2025-q2-product-launch | footer-cta | [url] |
| Twitter | twitter-organic | social | 2025-q2-product-launch | - | [url] |
A/B Test Links
Create UTM links for A/B testing two landing pages:
URL A: https://example.com/landing-v1
URL B: https://example.com/landing-v2
Campaign: Homepage redesign test
Channel: Google Ads
Output:
VARIANT A (Control):
https://example.com/landing-v1?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=control-v1
VARIANT B (Treatment):
https://example.com/landing-v2?utm_source=google&utm_medium=cpc&utm_campaign=2025-03-homepage-test&utm_content=treatment-v2
TRACKING NOTE:
Compare conversion rates in Google Analytics:
Acquisition → Traffic Acquisition → Filter by utm_content
Platform-Specific Tips
Google Ads
Use ValueTrack parameters for dynamic insertion:
- {keyword} - Search keyword
- {matchtype} - Match type (e, p, b)
- {device} - Device (m, t, c)
- {adposition} - Ad position
Example:
?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term={keyword}&utm_content={adposition}
LinkedIn Ads
Use LinkedIn macros:
- {{CAMPAIGN_NAME}}
- {{CREATIVE_NAME}}
- {{CAMPAIGN_GROUP_NAME}}
Note: LinkedIn auto-appends some tracking; combine carefully.
Meta (Facebook/Instagram)
Use URL parameters in ad setup:
- {{ad.name}}
- {{adset.name}}
- {{campaign.name}}
Example:
?utm_source=meta&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}
HubSpot Integration
HubSpot auto-recognizes UTM parameters.
Ensure consistency with HubSpot campaign naming.
Best practice:
- Create HubSpot campaign first
- Use exact campaign name in utm_campaign
- Tag all assets (emails, pages, ads) with same campaign
Short URL Integration
For social media, use URL shorteners that preserve UTM:
- Bitly - Tracks clicks, preserves UTMs
- Rebrandly - Custom branded domains
- Short.io - Team features
Example workflow:
- Generate full UTM URL
- Shorten with Bitly
- Use short URL in social posts
- UTMs still tracked in Google Analytics
Common Mistakes to Avoid
| Mistake | Problem | Solution |
|---|---|---|
| Inconsistent capitalization | Creates duplicate campaigns in GA | Always use lowercase |
| Spaces in parameters | Breaks URL | Use hyphens or underscores |
| Missing utm_medium | Poor channel attribution | Always include medium |
| Generic campaign names | Hard to analyze | Use date + descriptive name |
| Not documenting | Lost tracking context | Maintain spreadsheet |
| Duplicate utm_source | Confusion in reporting | Standardize naming |
UTM Audit
Checklist
- All lowercase (no mixed case)
- No spaces (use hyphens)
- Consistent naming across team
- Campaign includes date prefix
- Medium matches channel type
- Content differentiates variants
- Documented in tracking spreadsheet
Analytics Verification
After launching, verify in GA4:
- Go to Reports → Acquisition → Traffic acquisition
- Add secondary dimension: Session source/medium
- Filter by campaign name
- Confirm data is populating correctly
Template Library
Email Campaigns
Newsletter:
?utm_source=newsletter&utm_medium=email&utm_campaign={date}-{topic}&utm_content={position}
Drip Sequence:
?utm_source=hubspot&utm_medium=email&utm_campaign={sequence-name}&utm_content=email-{number}
Transactional:
?utm_source=transactional&utm_medium=email&utm_campaign=order-confirmation
Social Media
Organic Post:
?utm_source={platform}-organic&utm_medium=social&utm_campaign={date}-{topic}
Paid Social:
?utm_source={platform}&utm_medium=cpc&utm_campaign={date}-{campaign}&utm_content={creative-name}
Content Marketing
Blog Post:
?utm_source=blog&utm_medium=organic&utm_campaign={post-slug}
Guest Post:
?utm_source={publication}&utm_medium=referral&utm_campaign=guest-post-{date}
Podcast:
?utm_source={podcast-name}&utm_medium=podcast&utm_campaign={episode}
Partnerships
Co-Marketing:
?utm_source=partner-{name}&utm_medium=referral&utm_campaign={joint-campaign}
Affiliate:
?utm_source=affiliate-{name}&utm_medium=referral&utm_campaign=affiliate-program
Integration
Works well with:
- analytics-interpretation - Analyze UTM performance
- marketing-demand-acquisition - Track paid campaign ROI
- social-media-analyzer - Measure social campaign results
- email-template-generator - Add tracking to email campaigns
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