UTM Builder

UTM parameters are five query-string tags, utm_source, utm_medium, utm_campaign, utm_term and utm_content, that analytics tools read to attribute a visit to the link it came from. Without them a visit from a newsletter, a Google Business post and a paid ad all look the same, or land in a vague direct bucket. With them, each channel reports separately, which is the basis for the analytics rules the EchoPilot audit runs under its analytics category.

This builder assembles the link. Paste the destination URL, then either pick a preset, Google Ads, Meta, newsletter or Google Business post, which fills source and medium with the conventional values, or type your own. Campaign names the effort, for example spring-menu or open-house-may; term and content are optional and useful to tell two ads or two buttons in one email apart. The final URL is shown as you type, lower-cased where it matters, with existing parameters on the destination preserved. Copy it, and the table below keeps the last five links you built in this session so you can reuse or compare them; the table is in memory only and empties when you leave.

Two conventions keep reports readable. Use the same spelling for a source across all links (meta, not Facebook one day and fb the next), and keep medium to a small set: cpc for paid clicks, email, social, referral. Analytics tools treat utm values case-sensitively, so pick lowercase and stay with it. Once the tagged links are live, the analytics checks of the free score and the full audit read whether a tag and a conversion event exist on the site.