What UTM parameters do
UTM parameters are query string keys used by analytics tools to group visits by campaign context. The common keys are utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
Source vs medium
utm_source names where the click came from, such as google or newsletter. utm_medium names the channel type, such as cpc, email, social, referral, or qr.
Campaign naming
utm_campaign should stay stable across all links for one promotion. Use utm_content for button, creative, subject line, or placement variants.
Common examples
Email links often use utm_source=newsletter and utm_medium=email. Paid search commonly uses utm_source=google, utm_medium=cpc, and a term value.
URL encoding
Parameter names and values are encoded with browser URL APIs so spaces, ampersands, hashes, and punctuation do not break the final link.
Existing query strings
Destination URLs can already include parameters like ref=nav or plan=team. This builder preserves those values, replaces old UTM keys, and keeps hash fragments at the end.
Mistakes to avoid
Avoid changing campaign names mid-flight, mixing source and medium, using spaces inconsistently, or adding secret tokens to campaign URLs that may be copied into ads and reports.
QR campaigns
For flyers and signage, use a short readable campaign name and a medium such as qr. Test the QR image with the final URL before printing.
Local generation
The builder does not fetch, validate, or log the destination URL. Copying, downloading, opening, and QR generation happen only from explicit user actions.