UTM Campaign URL Builder
Build a properly-encoded campaign URL so all clicks from your ads, emails, and social posts get attributed to the right campaign in Google Analytics.
Enter your campaign details
The page the link should open.
Where the traffic comes from.
The marketing channel.
The campaign name.
Paid keywords.
Differentiates ads or links, e.g. hero_cta vs footer_cta.
You've tagged the link. Now make the landing page earn the click. ZipTier gives each campaign its own branded AI assistant that greets the visitors your UTM links send over and answers their questions. Its per-campaign analytics show which sources bring high-intent traffic, not just clicks.
See how ZipTier converts campaign traffic →UTM tagging best practices
UTM data is only as clean as your naming. Four habits that keep your analytics reports trustworthy.
Stay lowercase & consistent
UTM values are case-sensitive: "Email" and "email" show up as two different sources in your analytics. Pick lowercase everywhere and stick to it.
Use dashes or underscores, never spaces
Spaces get encoded as %20 and make reports ugly and error-prone. Write spring_sale or spring-sale instead of "Spring Sale".
Agree on a naming convention
Agree as a team on what goes in source, medium, and campaign. Keep a shared sheet of every tagged link so nobody invents new values on the fly.
Never tag internal links
UTM parameters on links within your own site reset the visitor's session and overwrite their real acquisition source. Only tag links that point in from outside.
What each parameter means
The five standard UTM parameters, what they're for, and what a good value looks like.
| Parameter | Required? | What it is | Example |
|---|---|---|---|
| utm_source | Required | Where the traffic comes from: the site, platform, or referrer sending the click. | google, newsletter |
| utm_medium | Required | The marketing channel or method used to deliver the link. | cpc, email, social |
| utm_campaign | Required | The name of the specific campaign, promotion, or initiative. | spring_sale |
| utm_term | Optional | The paid keyword that triggered the ad. Mostly for paid search. | running+shoes |
| utm_content | Optional | Differentiates ads or links pointing to the same URL, e.g. for A/B tests or multiple CTAs. | hero_cta vs footer_cta |
Frequently asked questions
Make every campaign click count
Your UTMs prove which campaigns send traffic. ZipTier makes sure that traffic meets an assistant that can answer questions and capture the lead.
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