What are UTM parameters?

UTM parameters are short text codes added to the end of a URL to track the source and effectiveness of marketing campaigns. The name comes from Urchin Tracking Module, a web analytics system acquired by Google in 2005 that became the foundation of Google Analytics. Today, UTM parameters are the industry standard for attributing website traffic to specific campaigns, channels, and content.

A UTM-tagged URL looks like this:

https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_promo&utm_content=hero_button

Everything after the ? are query parameters — the utm_* ones tell your analytics platform exactly where each visitor came from. They are invisible to the average user but invaluable to marketers trying to understand which channels drive conversions.

Tool description

This tool parses a URL containing UTM parameters and extracts each component into a separate, copyable field. Paste any tagged link and instantly see the base URL, all six standard UTM fields, the URL fragment, and any non-UTM query parameters — all broken out cleanly without any manual string splitting.

Examples

Input:

https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale&utm_term=running+shoes&utm_content=banner_top&ref=homepage#pricing

Output:

Field Value
Base URL https://example.com/landing
utm_source newsletter
utm_medium email
utm_campaign spring_sale
utm_term running shoes
utm_content banner_top
utm_id (empty)
Fragment #pricing
Other query parameters ref=homepage

UTM parameter reference

Parameter Purpose Example value
utm_source Identifies which site, newsletter, or platform sent the traffic google, facebook
utm_medium Describes the marketing channel cpc, email
utm_campaign Names the specific campaign or promotion spring_sale
utm_term Records the paid keyword that triggered the ad (search campaigns) running+shoes
utm_content Differentiates between ads or links pointing to the same URL banner_top
utm_id A numeric or string campaign ID used by Google Ads and GA4 auto-tagging 12345

Features

  • Extracts all six standard UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, utm_content, and utm_id
  • Separates the clean base URL (origin + path) from all query parameters
  • Captures the URL fragment (#hash) as a separate field
  • Lists any non-UTM query parameters in a dedicated field so nothing is lost
  • Each extracted value has a copy button for quick reuse
  • Accepts URLs without a protocol — example.com?utm_source=... is handled automatically

Use cases

  • Auditing campaign links — verify that UTM tags on outbound links are correctly set before a campaign goes live, catching typos in source or medium values
  • Reverse-engineering competitor or partner links — paste a tagged URL you received in an email or ad to understand the campaign structure behind it
  • Extracting clean base URLs — quickly get just the destination URL from a cluttered tracking link when you want to bookmark or share the page without analytics noise