UTM Link Builder
Add campaign tracking to any link so Google Analytics can tell you which email, post or ad sent each visit. The tool keeps your existing parameters, tidies the values and warns about the mistakes that make reports messy. It all runs in your browser.
The page people should land on.
Where the traffic comes from: google, facebook, newsletter.
The type of channel: email, cpc, social.
The promotion or launch this link belongs to.
The paid keyword.
Tells two links in the same message apart.
A reference number from your ad platform.
Your tracking link
Checks
- Fill in the form to see checks.
What are UTM parameters?
UTM parameters are short labels added to the end of a link. When someone clicks it, Google Analytics reads the labels and files the visit under the source, medium and campaign you chose. A tagged link looks like this:
https://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale
Without tags, a click from your newsletter, a WhatsApp message or a social post can all end up lumped together as "direct" or "referral" traffic. With tags, you can see which effort actually brought visitors.
The five UTM parameters
| Parameter | What it answers | Examples |
|---|---|---|
utm_source | Who sent the visit? | google, facebook, newsletter |
utm_medium | What kind of channel? | cpc, email, social |
utm_campaign | Which promotion? | spring-sale, product-launch |
utm_term | Which paid keyword? (optional) | running-shoes |
utm_content | Which version of the link? (optional) | header-button, footer-link |
There is also utm_id, a campaign ID that Google Analytics 4 accepts so you can match a campaign to your ad platform. Source, medium and campaign are the three to always fill in.
Naming rules that keep reports clean
- Pick one case, usually lowercase. Analytics treats "Facebook" and "facebook" as different sources, which splits your numbers across two rows. The "Tidy values" option does this for you.
- Avoid spaces. They turn into
%20in the link. Use hyphens or underscores. - Keep a shared list. If more than one person builds links, agree on the names in advance.
emailande-mailare two different mediums. - Be specific but short.
spring-sale-2026is easier to read in a report than a whole sentence. - Never tag links inside your own site. A tagged internal link can start a new session and overwrite where the visitor originally came from. Use UTM tags only on links that bring people to your site from outside.
Where to use tagged links
- Email newsletters and campaigns
- Links you post on social media or in WhatsApp broadcasts
- Paid ads on Google, Meta and other platforms
- Your Google Business Profile links, guest posts and partner pages
- QR codes on print materials (create one tagged link per placement)
Some ad platforms add their own tracking automatically, such as Google Ads auto-tagging. Check how yours is set up before adding UTM tags on top, because the two can conflict.
How this tool builds the link
- Parameters your address already has are kept exactly as they were, and the tracking tags are added after them.
- A
#sectionat the end of the address stays at the very end, where it has to be. - If the address already contains a UTM parameter that you fill in again, it is replaced (never duplicated) and the tool tells you.
- Special characters in your values are encoded safely, so a name like
a&bcannot break the link.
Finding your results
In Google Analytics 4, tagged visits appear in the traffic acquisition reports under the source, medium and campaign you entered. New data can take a day or so to appear in the standard reports. If you are new to it, our Google Analytics 4 beginner's guide shows where to look, and the email marketing guide explains how tagged links fit into a newsletter.
Your links stay private
The link is built in your browser. Nothing you type is uploaded, sent or stored by this page.
Frequently asked questions
Are UTM parameters case sensitive?
Yes, in practice. Analytics reports "Newsletter" and "newsletter" as separate rows, so choose a single style and stay with it.
Do UTM tags affect SEO?
Not in a harmful way when they are used on links you share elsewhere. Search engines usually treat the tagged address as a copy of the original page, and the page's canonical tag tells them which version to keep. Just do not use tagged links inside your own site.
Are the tags visible to visitors?
Yes, they show in the address bar. They contain no personal information, but avoid putting anything private, such as a person's name or email address, in a value.
Do I have to fill in every field?
No. Source is required, and medium and campaign are strongly recommended. Term, content and ID are optional extras.
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