UTM generator for Google Spreadsheet

UTM tags are a powerful tool for tracking and optimizing online marketing campaigns. However, keeping track of your UTM tags is sometimes difficult if you use them for all your campaigns. Some people use Google Sheets to generate and store UTM tags. It’s a method prone to human error and not the most efficient way to generate UTM tags.

We built a UTM generator specifically for this purpose. Using a UTM generator like the one below is much easier to create accurate UTM tags efficiently.

Make your life easier by using our UTM-builder for free here.

We value your privacy and do not store any information you enter, providing a simple and secure way to create UTM parameters for your URLs.

In the rest of this article, we will discuss what UTM tags are, why they are essential for effective marketing, how to use them in Google Sheets (if you still want this), and the potential drawbacks of building URLs using this method.

  1. What are UTM Tags?
  2. Why Should You Use UTM Tags?
    1. Enhanced Campaign Performance Tracking
    2. Improved Audience Segmentation
    3. Optimal Marketing Budget Allocation
  3. How to Use UTM Tags in Google Sheets?
    1. Set Up a Google Sheets Template
    2. Input Your Data
    3. Concatenate UTM Parameters and Base URL
    4. Generate the UTM-Tagged URL
    5. Organize and Analyze Your Data
  4. The Cons of Building URLs in Google Sheets
    1. Human Error
    2. Time-Consuming Process
    3. Limited Collaboration Features
    4. Alternative UTM Builder Tools
  5. Conclusion
  6. Who are we?
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What are UTM Tags?

UTM tags refer to parameters that can be appended to a URL to track online marketing campaigns' performance. These tags help marketers identify the source of web traffic, the specific campaign, medium, and content associated with each URL.

Five primary UTM parameters can be used to track your marketing efforts:

  1. utm_source: Identifies the traffic source, e.g., Google, Facebook, or Twitter.
  2. utm_medium: Specifies the marketing medium, such as email, social media, or display advertisement.
  3. utm_campaign: Denotes the specific campaign, be it a seasonal promotion or product launch.
  4. utm_term: Tracks keywords in paid search campaigns.
  5. utm_content: Differentiates between multiple links within one campaign or distinguishes various ad creatives.

By incorporating UTM tags into your marketing strategy, you can gain valuable insights into the effectiveness of your campaigns and use this data to improve your outcomes.

Why Should You Use UTM Tags?

Using UTM tags in your digital marketing efforts offers several key benefits:

Enhanced Campaign Performance Tracking

UTM tags enable you to track the success of your specific marketing campaigns more accurately. By comparing the performance of various UTM-tagged URLs, you can determine which campaigns drive the best results and allocate resources accordingly.

Improved Audience Segmentation

UTM tags allow you to segment your audience based on their interactions with your marketing content. By analyzing the data collected from various UTM parameters, you can identify patterns and trends within your audience. This information can help you refine your marketing strategy and target specific groups more accurately.

Optimal Marketing Budget Allocation

By using UTM tags, you can gain a better understanding of the return on investment (ROI) for your marketing efforts. Identifying which campaigns and mediums generate the highest ROI enables you to allocate your marketing budget more efficiently, maximizing your overall results.

How to Use UTM Tags in Google Sheets?

Using Google Sheets to create and manage UTM-tagged URLs offers a practical approach. Here are the steps to build UTM-tagged URLs using Google Sheets:

Set Up a Google Sheets Template

Create a new Google Sheet and set up columns for each UTM parameter and the base URL. You may also want to include columns for the campaign name, start date, end date, and any additional notes.

Input Your Data

Enter your base URL and UTM parameters (source, medium, campaign, term, and content) in the appropriate columns. Be consistent with naming conventions and capitalization to ensure accurate data.

Concatenate UTM Parameters and Base URL

Use the CONCATENATE function in Google Sheets to join the base URL with the UTM parameters. Ensure to include the "?" symbol before the first UTM parameter and the "&" symbol between each subsequent parameter.

Generate the UTM-Tagged URL

Once you have concatenated the base URL with the UTM parameters, the result is the UTM-tagged URL. You can then use this URL to track the performance of your marketing campaigns.

Organize and Analyze Your Data

As your list of UTM-tagged URLs grows, you can use Google Sheets tools like filters, sorting, and pivot tables to analyze and visualize your data. This analysis will help you identify trends and optimize your marketing efforts.

The Cons of Building URLs in Google Sheets

While using Google Sheets to create UTM-tagged URLs can be efficient, there are some potential drawbacks:

Human Error

Manual data entry increases the risk of errors, such as typos, inconsistent naming conventions, or incorrect concatenation. Errors in UTM-tagged URLs can lead to inaccurate tracking data.

Time-Consuming Process

Building UTM-tagged URLs in Google Sheets can be time-consuming, especially when dealing with numerous campaigns and links. This time could be spent on other marketing tasks or strategizing.

Limited Collaboration Features

While Google Sheets offers basic collaboration features, it may not be as robust as dedicated project management or UTM management platforms. Teams with complex collaboration needs may find Google Sheets insufficient for their purposes.

Alternative UTM Builder Tools

Various UTM builder tools, such as our Simple Analytics UTM generator, are available to streamline the process and reduce the risk of errors compared to Google Sheets methods.


Google Sheets offers a practical way to create and manage UTM-tagged URLs, enabling marketers to track campaign performance and optimize their efforts. However, building URLs in Google Sheets can be time-consuming and prone to errors. Therefore, weighing the benefits and drawbacks of using Google Sheets for UTM tag management is crucial and considering alternative tools, such as our UTM generator, for improved efficiency and accuracy.

Who are we?

We are Simple Analytics, a privacy-friendly Google Analytics alternative. We provide the website insights you need while being 100% GDPR compliant. We believe that the internet should be an independent place that is friendly to website visitors. If this resonates with you, feel free to give us a try.

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