Softonic

UTM Parser

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Paste a campaign URL and this tool pulls out the five standard UTM tags that Google Analytics understands, utm_source, utm_medium, utm_campaign, utm_term and utm_content, and lists each one with its value decoded. Any tag that is not in the link is shown as a dash, so you can see at a glance whether a tracking link is complete before you hit send.

How to read a UTM link

  1. 1

    Paste the tracking URL

    Any link that contains `?utm_...` parameters. Anything after a `#` fragment is not read.

  2. 2

    The query string is decoded

    The tool takes the part after the `?`, then turns percent-escapes and `+` signs back into ordinary characters.

  3. 3

    See the five tags

    `utm_source`, `utm_medium`, `utm_campaign`, `utm_term` and `utm_content` are listed with their values; a tag that is missing shows a dash.

  4. 4

    Copy the result

    One click copies the labelled list, ready to drop into a ticket, a spreadsheet or a QA note.

The five UTM parameters

Parameter What it records Example value
utm_source Where the visit comes from newsletter
utm_medium The marketing channel email
utm_campaign The campaign name spring_sale
utm_term Paid-search keyword (optional) running+shoes
utm_content Which link or creative (optional) header_button

What this parser does

  • It reads the five standard UTM tags and shows each decoded value, or a dash when a tag is not present in the link.
  • It decodes the values, so %20 and + become spaces, %2F becomes a slash, and you see the exact text your analytics will record.
  • It reads only the query string, the part after the ?. Anything after a # fragment is ignored, because a fragment never reaches the server or your analytics.
  • If the same tag appears twice, such as ?utm_source=a&utm_source=b, the last value wins, which is how most analytics tools read a repeated parameter.

Other query parameters (page, ref, gclid, fbclid) and non-standard keys such as utm_id are not listed: this tool focuses on the five classic tags.

Worth checking by eye before you launch

Once the tags are laid out, a few things are quick to spot:

  • a missing utm_source or utm_medium (shown as a dash) can send the visit into “direct” or “unassigned” traffic;
  • Email and email are counted as two different mediums, so keep the casing consistent across every link in a campaign;
  • a space that was left un-encoded can break a link when an email client rewrites it, so the decoded value should read cleanly.

Frequently Asked Questions

The five standard tags defined by Google: utm_source, utm_medium, utm_campaign, utm_term and utm_content. Custom tags and other query parameters, including utm_id, are not listed.

Yes. Percent-escapes such as %20 and + signs are turned back into spaces and ordinary characters, so you read each value exactly as your analytics tool will store it.

It reads only the literal URL you paste. Expand a short link first (most shorteners offer a preview), then paste the full address, otherwise the UTM tags hidden behind the redirect stay invisible.

The URL is sent to our server to be read, the same way any web form works, and we keep only an anonymous count of how often the tool is used, never the address or its values.

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