Google Analytics URL Builder Tutorial

Google Analytics URL Builder & How to use it

Email campaign or newsletter is one of the greatest ways to drive traffic to your site, then the traffic can be converted into leads, and the leads into customers. To know which email marketing campaign was successful, Google Analytics URL Builder is used. The Google URL Builder helps to add parameters to URLs that you use in email ad campaigns. When any user clicks on the links, the unique parameters have been sent to your Google Analytics account. Therefore, easily you can understand which all the URLs are most effective to attract users to your content.

If you want to go deeper into your Analytics to know more details, you need to use UTM parameters in custom campaigns.

UTM parameters

UTM parameters are tags that are added to a URL. When a URL with UTM parameters gets clicked by a visitor, those tags are sent to the Google Analytics for tracking. The UTM parameters can be customized to know almost anything about the details such as how visitors are getting to your website. Thus It will give you a better idea about online marketing.

Types of UTM parameters

There are 5 UTM parameters among which three are vital.

1. utm_source

- This parameter recognizes the source of your traffic such as newsletter, search engine or other referral.

Example- utm_source= newsletter

2. utm_medium

- This is a required parameter which identifies the medium for which the link was used such as CPC, email or other way of sharing.

Example- Email is a medium for newsletter

utm_medium= email

3. utm_campaign

- This UTM parameter is necessary to identify a strategic campaign such as product launch, partnership, new feature, etc. or to identify a particular promotion such as a giveaway, a sale, etc.

Example- utm_content= Feature- launch-2015-August-5

4. utm_term

- This is an optional parameter which can be used for paid search in order to identify keywords for your ads. It can be skipped for Google AdWords if your Analytics and AdWords accounts are connected and use the auto-tagging feature as a substitute.

For example, a Google AdWords campaign is running by you for your non-profit wordpress theme. You have chosen some keywords for your campaign.

Example- utm_term= non-profit theme, utm_term= wordpress-theme, utm_term= non-profit-template, etc.

5. utm_content

- This UTM parameter is optional and suggested for further details for content targeted ads and A/B testing.

For example, there are two call to action in your website or blog. One call to action (CTA) in the header, and the other CTA in the sidebar. Now how to know which one is sending more traffic to your product page?

utm_content= cta-top-banner, utm_content= cta-sidebar

Steps to build UTM tagged URLs

Here is an example that shows how to build a URL that contains UTM parameters.


  • At the end of the main URL, UTM parameters are added with a question mark “?”.

  • Every UTM parameter is started with its name, then an equals sign “=” is added which is followed by the argument or input.

  • Ampersand sign “&” is used to separate each UTM parameter.

It's that simple, we have our own Google Analytics URL Builder that you can start using for free :

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