UTM Builder & URL Encoder
Encode query parameters and build Google Analytics campaign tracking URLs.
How to use this tool & FAQs
Click any question below to expand its guide and answer
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are standardized query string tags appended to destination URLs. When visitors click a link with UTM tags, analytics platforms like Google Analytics, Mixpanel, and Plausible accurately attribute the traffic source, medium, and campaign.
Recommended UTM best practices
- Consistent lowercase: Always use lowercase tags (e.g.
emailrather thanEmailorEMAIL) because analytics platforms treat capitalized tags as separate distinct channels. - Hyphens over spaces: Use hyphens (
-) or pluses (+) instead of spaces to avoid cluttered percent-encoded links (%20). - Source vs Medium:
utm_sourceidentifies where traffic originates (e.g.newsletter,google), whileutm_mediumdescribes the marketing vehicle (e.g.cpc,email,social).
URL encoding standards
According to RFC 3986, characters outside the unreserved ASCII set (such as spaces, ampersands, slashes, and non-Latin glyphs) must be percent-encoded when passed as query parameters. The URL Encoder / Decoder tab supports both complete URI and URI component operations.