UTM Builder

Campaign traffic is invisible without tagging. Clicks from emails, newsletters and social media often arrive with no referral data, showing up as “direct” in your analytics. UTM parameters fix that: small tags you append to links that tell your analytics tool exactly where a click came from.

Plausible Analytics reads UTM tags out-of-the-box, with no cookies, no consent prompts and no Google account required. Build your tagged links below.

UTM tag builder

Enter your URL and campaign details to generate a tagged link:

Website URL *

Campaign Source (utm_source) *

Campaign Medium (utm_medium)

Campaign Name (utm_campaign)

Campaign Term (utm_term)

Campaign Content (utm_content)

Your tagged URL

Fill in the URL and source above to generate your tagged link.

UTM parameters

utm_source (required): The platform or channel sending the traffic. Examples: newsletter, twitter, linkedin, google.

utm_medium: The type of channel. Examples: email, social, cpc, affiliate.

utm_campaign: The name of the specific campaign. Examples: spring-sale, product-launch, may-newsletter.

utm_term: The keyword for paid search ads. Used to identify which search terms are driving clicks and conversions.

utm_content: Distinguishes between multiple links in the same campaign. Useful when two links in one email point to the same page. Examples: banner-top, link-footer, cta-button.

Best practices

• Use lowercase consistently. utm_source=Twitter and utm_source=twitter appear as separate entries in your campaigns report.
• Never tag internal links. UTMs on links within your own site overwrite the original referral source for that session and corrupt your attribution data.
• Use hyphens or plus signs instead of spaces. Plausible converts plus signs to spaces, so spring+sale shows as spring sale in your dashboard.
• Keep naming consistent across your team. Mixing facebook, Facebook and fb across campaigns makes the data impossible to compare.

For a full walkthrough including how UTM data appears in your Plausible dashboard, see How to use UTM parameters to track your campaigns.