UTM Link Builder
Generate UTM-tagged campaign URLs with best-practice naming conventions. Track exactly which campaigns, channels, and ads drive traffic and conversions.
Quick-fill examples
The platform or site sending traffic
The marketing channel type
Your campaign or promotion name
Optional: Differentiate ads or links
Optional: Paid search keyword
Generated URL
This calculation is automated by
Iceberg
Arktis captures UTMs automatically
Every visitor's UTM parameters are captured and connected to their full journey: pages viewed, time on site, and conversions. See which campaigns bring visitors that actually buy, not just click.
Start 7-day free trialThe Hidden Cost of Inconsistent UTMs
The most common UTM mistake is not technical, it is inconsistency. When one team member tags a link as "utm_source=Facebook" and another uses "utm_source=facebook", your analytics treats them as two different sources. Over time, this fragments your data and makes it impossible to see the true performance of any channel.
UTM Naming Best Practices
Always use lowercase. Always use hyphens instead of spaces or underscores. Create a naming convention document and share it with your team. For campaigns, include the year and quarter (spring-sale-2026-q1) so you can easily compare performance year over year. For content, describe the creative variant (hero-image-v2, text-only-cta) so you know which ads performed best.
Frequently Asked Questions
What are UTM parameters?
UTM parameters are tags added to URLs that tell analytics tools where traffic comes from. The five UTM parameters are: source (where), medium (how), campaign (why), content (which ad), and term (which keyword).
Which UTM parameters are required?
Source, medium, and campaign are the three essential parameters. Content and term are optional but useful for A/B testing ads and tracking keywords.
What naming convention should I use?
Use lowercase, hyphens instead of spaces, and be consistent. For example: utm_source=facebook, utm_medium=cpc, utm_campaign=spring-sale-2026. Avoid special characters and keep names descriptive but short.
Do UTM parameters affect SEO?
No. UTM parameters don't affect your search rankings. Google ignores them for SEO purposes. However, you should use canonical tags to prevent duplicate content issues if UTM URLs get indexed.
How does Arktis use UTM parameters?
Arktis automatically captures UTM parameters from every visitor and uses them for attribution. When a visitor converts, Arktis attributes the conversion back to the exact campaign, source, and medium - connecting ad spend to revenue.
Can I use UTMs for internal links?
You should not use UTM parameters for internal links. They overwrite the original traffic source, so a visitor who came from Facebook would be re-attributed to 'internal-banner' if they click a UTM-tagged link on your site. Use a separate parameter like 'ref' for internal tracking.
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