BRWORKS

Free tool

UTM Builder

Build URLs with UTM parameters to track where your website or app campaign traffic comes from, right inside Google Analytics, for free.

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How the builder works, in practice

You fill in source, medium and campaign...

?utm_source=instagram&utm_medium=social

What UTMs are

Understand the parameters that help measure where the results of your campaigns are coming from.

What a UTM is

Parameters added to the end of a URL that identify where traffic came from, allowing you to measure each campaign's performance in Google Analytics.

Source, medium and campaign

utm_source, utm_medium and utm_campaign are the three essential parameters: where the click came from, through which channel, and which action generated the visit.

Works for websites and apps

On websites, the parameters go straight into the URL. In Google Play app campaigns, they're passed as a 'referrer' — the format Google uses to track installs.

Where to see the results

The data shows up in Google Analytics' Acquisition reports, grouped by source, medium and campaign.

Tips about UTMs

  • Always use lowercase letters with no spaces (replace spaces with hyphens) — "google" and "Google" are treated as different sources in Analytics.
  • Standardize naming across the whole team — agree on a pattern beforehand (e.g. always "cpc" for paid ads' utm_medium) so reports don't get fragmented.
  • utm_source and utm_medium are the most important — most reports already group paid and organic traffic based on them.
  • In Google Play app campaigns, the same parameters work, they just get passed as a "referrer" — no need to change the naming.
  • Keep a history of your UTM URLs (a spreadsheet already does the job) — after a while it's easy to forget which link was used for which campaign.
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Frequently asked questions about the UTM Builder

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