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UTM Builder

EngageBay’s free UTM builder allows you to quickly create UTM tracking links. Easily generate UTM URL links and add campaign parameters to your URLs – this helps you measure Custom Campaigns in Google Analytics.

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Create structured marketing Campaign URLs using EngageBay’s campaign URL builder

Links that are appended with UTM tags allow you to track and view data about the performance of Facebook Ad, Google, and other paid ad campaigns in Google Analytics. These URLs also allow you to analyze incoming traffic via referrals and backlinks from SEO activities.

UTM or Urchin Tracking Module is a simple code that can be attached to any website URL to generate Google Analytics data for digital campaigns. These UTM parameters are attached at the end of a URL/link that directs to a page on your website.

They help you track the metrics related to the campaign performance such as paid ads or affiliates. There are five types of UTM parameters, each one covering a separate data segment.

  • utm_source — source where your traffic originates, e.g. from google search, email opens and clicks, facebook, bing, etc.
  • utm_medium — the medium that your source uses. For example, if the utm_source is email, the utm_medium could be “newsletter”. Alternatively, Pay-Per-Click (PPC) campaigns on Google or Facebook would ideally use utm_medium=CPC, etc.
  • utm_campaign — your campaign’s name, e.g. “BlackFridayOffer”, 01-twitter-ads-EU,first-fortnightly-newsletter-2021-08, any-convenient-campaign-name
  • utm_content — the particular variant of your content that you are showing with your link. For any particular campaign, you may want to show different types of content. Utm_content identifies the type that has been served to the reader, so you may analyze its performance at a later time. Some examples: “tan-lotion-2020-variant-SPF50” or “summer-fashion-2020-collection-3”.
  • utm_term — the best practice for this parameter is to use relevant keywords, if necessary

Mandatory parameter: utm_source.

Best practices parameters: utm_source, utm_medium, utm_campaign.

There are two different ways to create a UTM code. The easier one is to use EngageBay’s UTM builder. This will automatically generate a customized, ready-to-use URL based on your inputs.

The other way is to create the campaign tracking URL manually, by adding each UTM parameter at the end of your link, attached with special characters such as the “?” symbol after the primary part of your URL, followed by the “&” symbol between all parameters.

A properly tagged URL would then look like this:

In the event that you are running paid ad campaigns on Twitter, the best option is to use utm_source as Twitter, utm_medium as CPC.

For utm_term it is recommended that you describe the name of the relevant adgroup segmentation with some descriptive terms – for example, “18-40-interested-in-SUVs”.

utm_content could be the specific variant of your ad. In case you are running A/B tests for your ads, you might want to identify the better-performing version.

The best practice is to generate two separate links with different utm_content for each ad in the same ad group/campaign.

For Google Ads, you really don’t need to use UTMs to evaluate their performance in your Google Analytics tracking property. Here, you simply link both the ad account and the GA (Google Analytics) account to enable sending data with the ‘gclid' parameter of the ad.


This will allow you to automatically create an internal link between click and session, and also import campaign data both ways, without having to create any additional setup. It is simpler, more convenient, and more accurate than using UTM code for Google Ads tracking.

Like internet passwords, UTM codes are also case sensitive – the convenient way to go about it is to use lowercase and be consistent with your naming pattern.

This gets easier with EngageBay’s free UTM Builder tool – because you can use it to switch between lowercase and uppercase letters on the fly.

Additionally, we have also enabled an option to remove spaces and replace them with dashes.

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