UTM Parser

Links in ads, emails and social posts usually carry UTM parameters such as utm_source and utm_medium. Paste a single URL into this UTM parser and it splits out every query parameter, showing the five campaign-tracking UTM parameters first and listing any remaining parameters below.

Values are decoded with decodeURIComponentso they read cleanly, even when a campaign name contains spaces, special characters or non-ASCII text. It is handy for auditing someone else's tracking links or checking that your team's UTM naming convention was applied correctly.

The five UTM parameters

These are the standard parameters Google Analytics uses to identify a campaign. The first three are effectively required.

• utm_source: traffic source (e.g. google, naver, newsletter)
• utm_medium: medium/type (e.g. cpc, email, social)
• utm_campaign: campaign name (e.g. spring_sale)
• utm_term: paid search keyword (optional)
• utm_content: distinguishes creatives within one campaign (optional, useful for A/B tests)

How to use this tool

1. Paste the full URL you want to inspect into the input box.
2. The five UTM parameters appear in the top table; any other query parameters (e.g. gclid, fbclid) appear below.
3. Each value is decoded, so you can compare the raw encoded form with the actual value.

UTM parameters are case-sensitive. utm_Source and utm_source are treated as different values in GA, so it is safest to keep your naming convention entirely lowercase. To build a new campaign link to that convention from scratch, use the UTM builder.

Non-UTM tracking parameters you will also see

Real campaign URLs rarely contain only the five UTM keys. Ad platforms append their own click identifiers, which this parser lists in the lower "other parameters" table. Recognizing them helps you tell a deliberately tagged link from an auto-tagged one:

Worked example

Paste this URL:

https://shop.example.com/sale?utm_source=naver&utm_medium=cpc&utm_campaign=%EB%B4%84%EC%84%B8%EC%9D%BC&utm_content=banner_a&gclid=Cj0KCQ

The parser splits it into two tables. The UTM block shows:

• utm_source = naver
• utm_medium = cpc
• utm_campaign = 봄세일 (decoded from %EB%B4%84%EC%84%B8%EC%9D%BC)
• utm_content = banner_a

and the other-parameters block shows gclid = Cj0KCQ. Notice utm_term is absent — that is fine for a non-keyword campaign — and the readable 봄세일 confirms the Korean campaign name was encoded correctly in the original link.

Common pitfall

Parameters placed after the fragment # are not part of the query string and are ignored by standard tracking. A link like ...page#utm_source=email looks tagged but GA will never read it — the UTM must live before the #, in the ?key=value section. If this parser shows no UTMs for a link you thought was tagged, check whether they were accidentally pushed behind a#.