About This Tool
UTM parameters are the five query string tags that Google Analytics and most analytics platforms use to identify the source, medium, campaign, and content of incoming traffic. Without them, traffic arriving at your site from newsletter clicks, social ads, or affiliate links all appears as "direct" — making attribution nearly impossible. This tool makes adding UTM parameters to any URL fast, error-free, and consistent across your entire team.
Enter your destination URL along with utm_source (where the traffic comes from, e.g. "newsletter"), utm_medium (the marketing channel, e.g. "email"), utm_campaign (the specific initiative, e.g. "spring_sale"), and the optional utm_term and utm_content fields used for paid search keyword tracking and A/B test differentiation. The tool validates the base URL and constructs the full tagged URL in real time, handling existing query strings and encoding special characters automatically.
The reverse flow is equally useful: paste any URL that already contains UTM parameters and the parser will extract and display every UTM value in a clean table. This is handy for auditing links from vendors or teammates, verifying that auto-tagged URLs from ad platforms are structured correctly, or simply understanding a campaign URL you received. Everything runs entirely in your browser — no data is sent anywhere.