Choose the values once per email
For a newsletter, source can be the newsletter's name, medium is email, and campaign identifies this issue or theme, such as autumn-sale. Use the same source and medium on every link in the email so the whole message groups together in your reports. Change the campaign only when you want issues reported separately.
Follow your naming convention so the values match earlier emails and do not split into variants.
Use content to tell links apart
If the same page is linked twice, for example from a text link near the top and from a button at the end, add a content value to each so you can see which one people used. Keep the list of content values short and descriptive, such as header-link and cta-button.
Open the UTM link builder, paste the destination, enter source, medium and campaign, and add the content value for that link.
Example input
URL: https://example.com/offer
Source: autumn-newsletter
Medium: email
Campaign: autumn-sale
Content: cta-buttonExample result
https://example.com/offer?utm_source=autumn-newsletter&utm_medium=email&utm_campaign=autumn-sale&utm_content=cta-buttonKeep the parameters the link already has
If the destination already has a query parameter, such as a product filter, paste the whole URL. The builder adds the UTM tags alongside the existing parameters and keeps any fragment after the #. Check the result opens the page you intended, because the builder cannot know whether the destination itself is correct.
Tag links that bring people to your site from outside, such as links in an email. Avoid tagging links between your own pages, because a campaign tag on an internal link can change how a visit is attributed.
Example result
https://example.com/shop?colour=green&utm_source=autumn-newsletter&utm_medium=email&utm_campaign=autumn-sale#saleTest the link and look for the visit
Open the tagged link in your browser. Check that it loads the right page and that the address still contains the utm_ parameters afterwards, because some link shorteners and redirects can drop query parameters. Then look for your visit in your analytics. In GA4 the Realtime report is a quick check that a visit arrives, and the reports that break traffic down by source, medium and campaign show it once the data has been processed.
A consent banner or content blocker may mean your own test visit is not recorded. The tool only builds the link; whether a visit is counted depends on the analytics installed on the destination site.
Use a separate tag for a printed QR code
If the same offer also appears on a printed flyer, build a separate link for it, for example source flyer and medium print with the same campaign, so print and email results stay apart. Choose Create QR code to send the finished link to the QR code generator, download the PNG or SVG and test it with a phone.
The code is static: it encodes the tagged URL directly and cannot be changed after printing, so check the link carefully first. Toolpane does not count scans; visits are measured by the analytics on your own site once people arrive.
Example result
https://example.com/offer?utm_source=flyer&utm_medium=print&utm_campaign=autumn-sale