Which UTM parameters are required?

Most analytics tools expect at least utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional and usually used for paid search keywords and A/B testing creative variants.

Does it keep parameters already on my URL?

Yes. Existing query parameters and any

Is my data sent anywhere?

No. The link is assembled entirely in your browser and nothing about your URLs or campaigns is uploaded.

What does each UTM parameter mean?

utm_source is where the traffic comes from (newsletter, google), utm_medium is the channel type (email, cpc, social), utm_campaign names the campaign, utm_term records a paid-search keyword, and utm_content distinguishes creative variants such as two buttons in the same email.

Why force UTM values to lowercase?

UTM values are case-sensitive in most analytics tools, so Email and email become two separate rows in your reports. Forcing lowercase keeps everything consistent and your campaign data clean.

What is the difference between utm_source and utm_medium?

utm_source identifies the specific origin (for example facebook or your newsletter name), while utm_medium describes the broad channel category (social, email, cpc). Together they let you group sources by channel.

Will the UTM tags break an existing query string on my link?

No. The builder reads any existing query parameters and #fragment, merges the UTM tags alongside them with URLSearchParams, and reattaches the fragment at the end, so your original link stays intact.

Do UTM parameters affect SEO?

They do not directly help or harm rankings, but to avoid duplicate-content signals it is good practice to set a canonical URL without the UTM parameters and rely on them only for analytics attribution.

UTM Link Builder — Gera Tools

UTM link builder

UTM parameters are tags appended to a URL that let analytics tools — Google Analytics, Plausible, and others — attribute a visit to the exact campaign, source and medium that produced it. This builder takes your destination URL and a few campaign details and assembles a clean, ready-to-share tracking link, entirely in your browser.

How it works

You enter a destination URL and the campaign fields. The builder separates any existing #fragment, parses the existing query string with URLSearchParams, then merges in the five standard parameters for any field you filled in:

Parameter	Purpose	Example
utm_source	Where traffic comes from	newsletter
utm_medium	Channel type	email
utm_campaign	Campaign name	spring_sale
utm_term	Paid keyword (optional)	running_shoes
utm_content	Creative / variant (optional)	header_cta

Empty optional fields are skipped, existing parameters and the fragment are preserved, and values can be forced to lowercase so reports don’t split across Email and email.

Example

Starting from https://shop.example.com/sale, filling in source newsletter, medium email and campaign spring_sale produces:

https://shop.example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

If the URL already had ?ref=vip#offers, the result keeps ref=vip, adds the UTM tags, and reattaches #offers at the end.

Everything runs in your browser — your URLs and campaign names never leave your device.