UTM Builder
Add UTM tags to any link so you can see exactly which campaign sent each visitor.
- Free
- No sign-up
- Runs in your browser
Campaign details
Channel presets
Where the traffic comes from: the site, platform or list.
The type of channel. Use standard values so analytics puts the visit in the right channel group.
Optional: term, content and ID
Paid search keyword.
Tells apart ads or links in the same campaign (A/B tests).
Used by Google Analytics 4 for cost-data imports.
Your campaign URL
https://www.example.com/summer-sale/?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale_2026
- utm_source
- newsletter
- utm_medium
- utm_campaign
- summer_sale_2026
Recent links
Links you copy are saved here, in this browser only, so you can grab them again later.
How UTM tracking works
UTM parameters are tags added to the end of a link that tell your analytics tool where a visitor came from. When someone clicks example.com/sale?utm_source=newsletter&utm_medium=email, Google Analytics records the visit against the “newsletter” source and the “email” medium instead of lumping it into “direct” traffic. The page itself doesn’t change — the tags only label the visit.
This builder adds the tags with the correct encoding and keeps any existing query string and #anchor in the right place. For example, https://example.com/shoes?color=red#reviews with source “Facebook”, medium “paid_social” and campaign “Diwali Sale 2026” becomes https://example.com/shoes?color=red&utm_source=facebook&utm_medium=paid_social&utm_campaign=diwali_sale_2026#reviews — the values are cleaned to lowercase, and the anchor stays at the end where it belongs.
Which utm_medium values should I use?
Google Analytics 4 sorts visits into channels using the medium (and source). Values it recognises include cpc for paid search, email, social for organic social posts, paid_social for social ads, affiliate, display and video. Invented values like “fb-post” end up in “Unassigned”, so stick to the standard set and agree on spellings across your team.
Don’t use UTM tags on internal links
Tag links that bring people to your site from emails, ads and social posts. Adding UTM tags to links between your own pages starts a new session and overwrites the real source, which corrupts your reports.
Frequently asked questions
- Are UTM values case-sensitive?
- Yes. “Facebook”, “facebook” and “FACEBOOK” appear as three separate sources. Keep everything lowercase — the “Clean up values” option does it for you.
- Do UTM parameters hurt SEO?
- No, as long as you don’t use them on internal links. Add a canonical tag to your pages so search engines index the clean URL rather than tagged copies.
- Is utm_campaign required?
- Only utm_source and utm_medium are needed for attribution, but a campaign name is what lets you compare one promotion with another, so always add it.
- Where are my recent links stored?
- In this browser’s local storage only. Nothing is sent to a server; clearing your browser data or using a private window removes them.