About the utm link builder
UTM parameters are how analytics tells the difference between a click from your newsletter and a click from a paid ad. They are also easy to get wrong in ways that are invisible until you look at a report full of near-duplicate rows.
The builder takes your destination URL and the five standard parameters. Source is where the traffic comes from — newsletter, google, linkedin. Medium is the channel type — email, cpc, social, referral. Campaign names the specific push. Term and content are optional and handle paid keywords and A/B variants respectively.
Channel presets fill in sensible source and medium pairs for the common cases, which removes the most frequent source of mess: inconsistency. Analytics treats Facebook, facebook and FaceBook as three separate sources, so the tool lowercases values and replaces spaces with underscores by default. It also warns when your URL already contains query parameters or a fragment, both of which need to be handled carefully.
Every link you build is kept in a history list you can copy from, search and reuse. Signed out, that history lives in your browser's local storage. Signed in with Google, it is saved to your account and follows you between devices, which matters when you are tagging links from a laptop and a phone.
One habit worth adopting: decide your naming convention before your first campaign, not after your third. Consistent lowercase source and medium values are the difference between a report you can read and one you have to clean up by hand.