What are UTM parameters?

UTM parameters are short tags added to a URL (utm_source, utm_medium, utm_campaign) that tell Google Analytics exactly where a visitor came from — which campaign, channel and even which ad or button.

Which UTM parameters are required?

utm_source and utm_medium are essential and utm_campaign is strongly recommended. utm_term and utm_content are optional — use them for paid keywords and A/B ad variants.

Do UTM tags affect SEO?

Not if used correctly. Use UTM links only in campaigns (ads, newsletters, social), never in internal links on your own site, and make sure tagged pages have a canonical tag pointing to the clean URL.

Free Tool

UTM Link Generator

Build correctly tagged campaign links for Google Analytics 4 — with presets for Google Ads, Facebook and newsletters.

Destination URL

The page the campaign should link to

Quick presets

One click fills source and medium

UTM parameters

Lowercase, no spaces — use hyphens

utm_source * — where the traffic comes from

utm_medium * — the channel type

utm_campaign — the campaign name

utm_term — paid keyword (optional)

utm_content — ad / link variant (optional)

Your campaign link

Live preview — updates as you type

Naming best practices

1 Always lowercase — GA4 treats "Google" and "google" as two different sources.
2 Use hyphens instead of spaces: promocja-lato-2026, not "promocja lato".
3 Keep one naming convention for the whole team — write it down.
4 Never use UTM links inside your own website — it overwrites the real traffic source.

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UTM Link Generator

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Your campaign link

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