Are UTM parameters case sensitive?

Yes, in Google Analytics and most tools. Email and email are two different mediums in reports. Turn on lowercase and keep one naming style.

Which parameters are required?

GA4 expects utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional. This page will not make a link until the three are filled.

Can I add UTM tags to a link that already has a query or #section?

Yes. The existing parameters and the #section stay exactly as they are; the UTM parameters are added before the #section.

Do UTM tags hurt SEO?

They do not affect rankings by themselves. Pages with the same content under different URLs should declare a canonical address, which most sites do already. Never use UTM tags on internal links.

What spaces and special characters are allowed?

Letters, numbers, - and _ are safest. Spaces become %20, which works but looks messy in reports, so the default replaces them with underscores.

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UTM link builder

Type a page address, fill in source, medium and campaign, and copy the tagged link. It warns about the mistakes that split your analytics (capital letters, spaces, missing fields), keeps whatever is already in the link, and can tag a whole list at once. Everything happens in this page.

Page addressAny query string or #section you already have is kept as it is.

Quick startSource *Where the visitor comes from: newsletter, facebook, googleMedium *The kind of channel: email, social, cpc, bannerCampaign name *The promotion: spring_sale, launch_2026Term (paid keyword)Optional. The paid search keywordContent (to tell links apart)Optional. Which button, image or ad versionCampaign IDOptional. Your own campaign number

Make everything lowercase

Spaces inside values

Your tagged link

https://example.com/landing?ref=home&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale#pricing

Looks good: the link is ready to use.

How it works

•Enter the page address, then source (where the visitor comes from), medium (the kind of channel) and campaign (the promotion). Term and content are optional; use content to tell two links to the same page apart. Presets fill in common source and medium pairs.
•The link keeps the original query string and #section exactly as they were. If the address already has utm_ values, the ones you fill in replace them and the others stay.
•Switch to Many links to tag a list, one address per line. Each line gets the same tags; download the result as text or CSV.

What it does and what it cannot do

•It builds links; it does not track clicks or save your campaigns. Keep a naming sheet for your team.
•Google Analytics 4 needs source, medium and campaign. Term and content are optional; a campaign ID is read by some tools only.
•Do not put UTM tags on links inside your own site: they start a new session and hide the real source of the visit.
•Values are case sensitive in reports. Pick a convention (lowercase and underscores work well) and keep it.

Questions

Are UTM parameters case sensitive?: Yes, in Google Analytics and most tools. Email and email are two different mediums in reports. Turn on lowercase and keep one naming style.
Which parameters are required?: GA4 expects utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional. This page will not make a link until the three are filled.
Can I add UTM tags to a link that already has a query or #section?: Yes. The existing parameters and the #section stay exactly as they are; the UTM parameters are added before the #section.
Do UTM tags hurt SEO?: They do not affect rankings by themselves. Pages with the same content under different URLs should declare a canonical address, which most sites do already. Never use UTM tags on internal links.
What spaces and special characters are allowed?: Letters, numbers, - and _ are safest. Spaces become %20, which works but looks messy in reports, so the default replaces them with underscores.

Your tagged link

How it works

What it does and what it cannot do

Questions

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