How to find out if a UTM Builder Works Correctly?

Test your UTM builder with these URLs and UTM codes to find out

There is no shortage of UTM builders that promise to help you generate UTM codes. Most of them are a Google search away. But should you rely on them to build your UTM tracking URLs?

Only if they pass these tests.

  1. Query Parameters Test
  2. Hash (#) Fragment Test
  3. Combination Query/Hash Test
  4. Space Test

1. Query Parameters Test

Specify these values in the builder

URL https://www.example.com?coupon=50percent
utm_campaign sale
utm_medium email
utm_source newsletter
utm_content buy
utm_term shoes

The generated URL should look like

https://www.example.com/?coupon=50percent&utm_source=newsletter&utm_medium=email&utm_campaign=sale&utm_content=buy&utm_term=shoes

The actual URL could be different, but it should still have these properties:

Query Parameters test results
  • All UTM parameters should be present even if the order is different
  • The query parameter coupon=50percent should be present
  • There should be only one ? after https://www.example.com
  • All the other query parameters should be separated by &

2. Hash (#) Fragment Test

Specify these values in the builder

URL https://www.example.com?#section
utm_campaign sale
utm_medium email
utm_source newsletter
utm_content buy
utm_term shoes

The generated URL should look like

https://www.example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=sale&utm_content=buy&utm_term=shoes#section

As before, the actual generated URL could be slightly different.

Hash Fragment test results
  • All UTM parameters should be present even if the order is different
  • Hash fragment #section should be at the end

Many UTM builders fail this test. So definitely watch out.

3. Combination Query/Hash Test

Let's try a combination of Query Parameter and Hash Fragment tests

URL https://www.example.com?coupon=50percent#section
utm_campaign sale
utm_medium email
utm_source newsletter
utm_content buy
utm_term shoes

The generated URL should look like

https://www.example.com/?coupon=50percent&utm_source=newsletter&utm_medium=email&utm_campaign=sale&utm_content=buy&utm_term=shoes#section

Again, the actual URL could be different, but it should still have these properties:

Combination Query/Hash test results
  • All UTM parameters should be present even if the order is different
  • The query parameter coupon=50percent should be present
  • There should be only one ? after https://www.example.com
  • All the other query parameters should be separated by &
  • Hash fragment #section should be at the end

4. Space Test

Most people don't check for this test though it is important. This test mostly requires you to add spaces before and after each value.

URL   https://www.example.com   
utm_campaign   sale  
utm_medium   email  
utm_source   newsletter  
utm_content   buy  
utm_term   shoes  

The generated URL should look like

https://www.example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=sale&utm_content=buy&utm_term=shoes

The actual URL could be different, but it should still have these properties:

Query Parameters test results
  • All UTM parameters should be present even if the order is different
  • Any spaces you added should be removed from the values
  • Spaces (before and after) should not be replaced by another character

Some UTM builders will replace the spaces with some character, say underscore _ . This feature is useful, but should only be applied to spaces between words, e.g. buy now can be converted to buy_now . It should not be applied to spaces that are before and after your UTM tag.

If you have already been using a UTM builder, go ahead and check it using these tests to make sure it works correctly.

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