Marketing
Email Subject Line Builder
Generate subject line options for a purpose, audience and tone.
Free Marketing tool · runs in your browser
UTM Builder
Create campaign tracking links for Google Analytics and other tools. Validation, consistent lowercase values and correct encoding are built in.
Campaign details
Your tracking URL
Fill in the required fields to build your campaign URL.
Parameters
How this tool works
The builder checks that your URL is a valid web address (adding https:// if you leave it out), trims and normalizes each value, removes any existing utm_ parameters and adds yours in a consistent order. Values are percent-encoded, so characters such as &, = or accented letters can’t break the link. Other query parameters and #fragments are preserved.
Example
Inputexample.com/pricing · Source: Newsletter · Medium: Email · Campaign: Spring Sale
Outputhttps://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale
A simple naming convention
- Source: the specific platform or list —
newsletter,linkedin,google. - Medium: the channel type —
email,social,cpc,referral. - Campaign: what you are promoting —
2026-q4-guide-launch,spring_sale. - Content: which link or creative —
header_button,video_ad_a.
Write your convention down and share it with everyone who creates links. Source: URL builders: Collect campaign data with custom URLs (Google Analytics Help).
Frequently asked questions
Which UTM parameters are required?
Google Analytics says you should always use utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional, and Google also recommends utm_id where you use campaign IDs.
Are UTM values case-sensitive?
Yes. Google Analytics treats “Email” and “email” as different values, which splits your reports. That is why this builder converts values to lowercase by default.
Should I add UTM parameters to internal links?
No. UTM parameters are for links from outside your website — emails, ads, social posts and partner sites. Using them on internal links can overwrite the original source of a visit.
What happens to parameters already in my URL?
Other query parameters and any #fragment are kept. Existing utm_ parameters are replaced by the values you enter, and the tool tells you when that happens.
Related free tools
SEO
Meta Description Generator
Write page summaries that describe what a visitor will actually find.