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.

Find your clicks on UTM tagged links in the Campaigns report in your Plausible dashboard.

Already have a UTM link? Check and clean it up →

UTM parameters

utm_source (required): The platform or channel sending the traffic. Examples: newsletter, linkedin, facebook, 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. Examples: accounting-software, project-management-tool, buy-crm.

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 for UTM values. In Google Analytics, utm_source=LinkedIn and utm_source=linkedin are counted as two separate sources in every report. Plausible automatically consolidates utm_source variants in the Sources tab, so your top-level traffic view stays clean regardless. For all other UTM fields, mixed case means separate entries in your analytics.
• Never tag internal links. UTMs on links within your own site overwrite the original referral source for that session and corrupt your attribution data.
• Hyphens and plus signs both work instead of spaces. Plausible converts plus signs to spaces, so spring+sale shows as spring sale in your dashboard. Either format works. Avoid raw spaces: they encode as %20 and break easily when links are copied by hand.
• Keep naming consistent in your UTM campaigns. In Google Analytics, facebook, Facebook and fb appear as three separate sources with no grouping. Plausible automatically consolidates known platform variants in the Sources tab, so all traffic from the same platform shows together regardless of how links were tagged. The Campaigns report preserves raw values exactly as tagged, so inconsistent naming will fragment your campaign-level analysis.

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