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UTM Parser

Decode tagged links and check the campaign naming holds together.

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Quick Tool Overview

The UTM Parser is the reverse of a link builder: paste tagged URLs and every campaign parameter is broken into a table beside the clean destination. Across a set it groups values case-insensitively, so Facebook and facebook — which analytics reports as two separate sources — show up as the mismatch they are.

What it does
Decodes tagged URLs and audits campaign naming consistency
You give it
One tagged URL per line, or a whole export
You get back
A parameter table plus a consistency report across the set
Best for
Auditing campaign links before or after a launch
SEO Tools Free, unlimited use No sign-up Runs in your browser

About the UTM Parser

Paste one tagged link or a whole export of them and every UTM parameter is pulled into a table — source, medium, campaign, term, content and ID — alongside the clean destination URL. It is the reverse of a link builder, and it is the half people skip.

The value is in what it finds across a set. Analytics tools treat Facebook, facebook and FaceBook as three different sources, so a campaign tagged inconsistently is reported as three campaigns and none of them look worth the spend. An invented medium lands the traffic in an unassigned bucket, which is where campaigns go to be forgotten. And a tagged internal link starts a new session, overwriting the source that actually brought the visitor in. The tool groups values case-insensitively and shows you where they diverge.

Key features of the UTM Parser

Case mismatch detection

Values differing only by case are grouped, since analytics treats them as different campaigns.

Medium validation

An invented medium lands traffic in an unassigned bucket, and the tool names the standard ones.

Missing parameters flagged

Source, medium and campaign are all required for a campaign to report at all.

Clean destination shown

The URL without its tracking, which is the page the link actually goes to.

Internal link warning

A tagged internal link starts a new session and overwrites the real source.

How to use the UTM Parser

  1. 1

    Paste your tagged links

    One per line. An export from a spreadsheet or an email tool works as it is.

  2. 2

    Read the table

    Every parameter is broken out, with the destination URL shown clean beside it.

  3. 3

    Check the consistency report

    Values that differ only by case or spacing are grouped so the mismatch is obvious.

  4. 4

    Fix and re-tag

    Settle on one form for each value and rebuild the links that do not match it.

Frequently asked questions

The values are. Google Analytics treats Facebook and facebook as two different sources and reports them as two rows, which splits a campaign in half. Lowercase everything, always, and this tool shows you where you did not.

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