diff --git a/frappe/tests/test_utils.py b/frappe/tests/test_utils.py
index eda1dfa012..1a80e92a5c 100644
--- a/frappe/tests/test_utils.py
+++ b/frappe/tests/test_utils.py
@@ -35,6 +35,7 @@ from frappe.utils import (
 	get_sites,
 	get_url,
 	money_in_words,
+	parse_and_map_trackers_from_url,
 	parse_timedelta,
 	random_string,
 	remove_blanks,
@@ -51,6 +52,7 @@ from frappe.utils.change_log import (
 )
 from frappe.utils.data import (
 	add_to_date,
+	add_trackers_to_url,
 	add_years,
 	cast,
 	cint,
@@ -67,6 +69,7 @@ from frappe.utils.data import (
 	get_year_ending,
 	getdate,
 	is_invalid_date_string,
+	map_trackers,
 	now_datetime,
 	nowtime,
 	pretty_date,
@@ -1383,3 +1386,55 @@ class TestCrypto(IntegrationTestCase):
 			sha256_hash(b"The quick brown fox jumps over the lazy dog"),
 			"d7a8fbb307d7809469ca9abcb0082e4f8d5651e46d3cdb762d02d0bf37c9e592",
 		)
+
+
+class TestURLTrackers(IntegrationTestCase):
+	def test_add_trackers_to_url(self):
+		url = "https://example.com"
+		source = "test_source"
+		campaign = "test_campaign"
+		medium = "test_medium"
+		content = "test_content"
+
+		with patch("frappe.db.get_value") as mock_get_value:
+			mock_get_value.side_effect = lambda *args: args[1]  # Return unslugged input value
+			result = add_trackers_to_url(url, source, campaign, medium, content)
+
+		expected = "https://example.com?utm_source=test_source&utm_medium=test_medium&utm_campaign=test_campaign&utm_content=test_content"
+		self.assertEqual(result, expected)
+
+	def test_parse_and_map_trackers_from_url(self):
+		url = "https://example.com?utm_source=test_source&utm_medium=test_medium&utm_campaign=test_campaign&utm_content=test_content"
+
+		with patch("frappe.db.get_value") as mock_get_value:
+			mock_get_value.return_value = None  # Simulate no existing records
+			result = parse_and_map_trackers_from_url(url)
+
+		expected = {
+			"utm_source": "test_source",
+			"utm_medium": "test_medium",
+			"utm_campaign": "test_campaign",
+			"utm_content": "test_content",
+		}
+		self.assertEqual(result, expected)
+
+	def test_map_trackers(self):
+		url_trackers = {
+			"utm_source": "test_source",
+			"utm_medium": "test_medium",
+			"utm_campaign": "test_campaign",
+			"utm_content": "test_content",
+		}
+
+		result = map_trackers(url_trackers, create=True)
+
+		expected = {
+			"utm_source": frappe.get_doc("UTM Source", "test_source"),
+			"utm_medium": frappe.get_doc("UTM Medium", "test_medium"),
+			"utm_campaign": frappe.get_doc("UTM Campaign", "test_campaign"),
+			"utm_content": "test_content",
+		}
+		self.assertDocumentEqual(result["utm_source"], expected["utm_source"])
+		self.assertDocumentEqual(result["utm_medium"], expected["utm_medium"])
+		self.assertDocumentEqual(result["utm_campaign"], expected["utm_campaign"])
+		self.assertEqual(result["utm_content"], expected["utm_content"])
diff --git a/frappe/utils/data.py b/frappe/utils/data.py
index 9f775fad1d..d70920ee3a 100644
--- a/frappe/utils/data.py
+++ b/frappe/utils/data.py
@@ -2639,3 +2639,87 @@ def _get_rss_memory_usage():
 
 	rss = psutil.Process().memory_info().rss // (1024 * 1024)
 	return rss
+
+
+def add_trackers_to_url(
+	url: str,
+	source: str,
+	campaign: str | None = None,
+	medium: str | None = None,
+	content: str | None = None,
+) -> str:
+	def get_utm_values():
+		_source = frappe.db.get_value("UTM Source", source, "slug") or source
+		_campaign = frappe.db.get_value("UTM Campaign", campaign, "slug") or campaign
+		_medium = frappe.db.get_value("UTM Medium", medium, "slug") or medium
+		return _source, _medium, _campaign
+
+	url_parts = list(urlparse(url))
+	if url_parts[0] == "mailto":
+		return url
+
+	source, medium, campaign = frappe.cache.get_value(
+		"utm_" + cstr(source) + "_" + cstr(medium) + "_" + cstr(campaign),
+		get_utm_values,
+		shared=True,
+	)
+
+	trackers = {"utm_source": source}
+
+	if medium:
+		trackers["utm_medium"] = medium
+
+	if campaign:
+		trackers["utm_campaign"] = campaign
+
+	if content:
+		trackers["utm_content"] = content
+
+	query = dict(parse_qsl(url_parts[4])) | trackers
+
+	url_parts[4] = urlencode(query)
+	return urlunparse(url_parts)
+
+
+def parse_and_map_trackers_from_url(url: str, create: bool = False) -> dict:
+	query = urlparse(url).query
+
+	url_trackers = dict(parse_qsl(query))
+
+	return map_trackers(url_trackers, create)
+
+
+def map_trackers(url_trackers: dict, create: bool = False):
+	frappe_trackers = {}
+
+	if url_source := url_trackers.get("utm_source", url_trackers.get("source")):
+		source = frappe.db.get_value("UTM Source", {"slug": slug(url_source)}, "name") or url_source
+		if create and source == url_source and not frappe.db.exists("UTM Source", source):
+			source = frappe.new_doc("UTM Source")
+			source.name = url_source
+			source.description = f"Autogenerated from {url_trackers}"
+			source.save(ignore_permissions=True)
+		frappe_trackers["utm_source"] = source
+
+	if url_medium := url_trackers.get("utm_medium", url_trackers.get("medium")):
+		medium = frappe.db.get_value("UTM Medium", {"slug": slug(url_medium)}, "name") or url_medium
+		if create and medium == url_medium and not frappe.db.exists("UTM Medium", medium):
+			medium = frappe.new_doc("UTM Medium")
+			medium.name = url_medium
+			medium.description = f"Autogenerated from {url_trackers}"
+			medium.save(ignore_permissions=True)
+		frappe_trackers["utm_medium"] = medium
+
+	if url_campaign := url_trackers.get("utm_campaign", url_trackers.get("campaign")):
+		campaign = frappe.db.get_value("UTM Campaign", {"slug": slug(url_campaign)}, "name") or url_campaign
+		if create and campaign == url_campaign and not frappe.db.exists("UTM Campaign", campaign):
+			campaign = frappe.new_doc("UTM Campaign")
+			campaign.name = url_campaign
+			campaign.campaign_description = f"Autogenerated from {url_trackers}"
+			campaign.save(ignore_permissions=True)
+		frappe_trackers["utm_campaign"] = campaign
+
+	if url_content := url_trackers.get("utm_content", url_trackers.get("content")):
+		frappe_trackers["utm_content"] = url_content
+
+	return frappe_trackers