Values are automatically URL-encoded. Convention: lowercase, no spaces (use _ or -).
About the UTM Campaign Builder
The UTM Builder assembles correctly URL-encoded campaign links live as you type — with one-click presets for Google Ads, newsletters, Instagram, YouTube and partner placements. Only non-empty parameters are appended, and existing query strings in the destination URL are preserved.
Keep a consistent naming convention (lowercase, underscores) — analytics tools treat "Newsletter" and "newsletter" as different sources. Verify your final link resolves cleanly with the Redirect Checker.
UTM parameters are query-string tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell analytics tools exactly where a visitor came from. They are the standard for measuring newsletters, social posts and paid campaigns.
utm_source (where: google, newsletter, instagram) and utm_medium (how: cpc, email, social) are the practical minimum; utm_campaign names the specific push. utm_term and utm_content are optional refinements for keywords and ad variants.
No — internal UTM links overwrite the original session source in most analytics tools and destroy your attribution data. Use them only on links pointing to your site from outside (emails, social, ads, partner sites).