Free tool · Marketing

UTM link builder

Add UTM parameters to any link so Google Analytics shows which campaign sent each visitor.

  • Free
  • No sign-up
  • Runs in your browser
1

Your link

Paste the page, pick a preset and name the campaign. The link updates as you type.

The page people land on. Anything already on the link, like ?ref= or #pricing, is kept.

Quick presets

Fills in the source and medium.

Who sends the visitor. utm_source

The type of channel. utm_medium

The campaign or promotion. utm_campaign

The paid search keyword. utm_term

Tells apart links in one campaign. utm_content

Google Analytics counts Facebook and facebook as two different sources.

Your tagged link Incomplete

Your tagged link will show here.

Add a page URL, a source, a medium and a campaign name to build your link.

utm_source Not set
utm_medium Not set
utm_campaign Not set
utm_term Not used
utm_content Not used

How it works

Tag a link in three steps.

  1. 1

    Paste your page

    Add the URL people should land on. Anything already on it, like ?ref= or #pricing, stays put.

  2. 2

    Tag the campaign

    Pick a preset or type a source and medium, then name the campaign. Term and content are optional.

  3. 3

    Copy and share

    Copy the full link for your ad, email or post, or copy just the parameters to add to another link.

Parameter guide

What each UTM parameter does.

Google Analytics reads five standard tags. Source, medium and campaign are required. Term and content are optional.

utm_source (required)

Who sent the visitor: the site, platform or list. For example google, facebook or newsletter.

utm_medium (required)

The type of channel, like cpc for paid search, paid_social for social ads, email or social. GA4 uses it to group traffic into channels.

utm_campaign (required)

The campaign or promotion the link belongs to, like spring_sale or grand_opening.

utm_term (optional)

The paid search keyword the ad ran on, like emergency_plumber. Mostly used for search ads.

utm_content (optional)

Tells apart links in the same campaign, like hero_button and footer_link in one email, or two versions of an ad.

Other GA4 tags

GA4 also reads utm_id, utm_source_platform, utm_creative_format and utm_marketing_tactic. They're optional and this builder doesn't add them.

Naming

Keep your reports clean.

Analytics counts every spelling as a separate value, so small habits keep one channel in one row.

Use lowercase

Facebook and facebook show up as two sources. The builder lowercases values for you unless you turn formatting off.

Skip the spaces

Use underscores, like spring_sale. With formatting on, the builder swaps spaces for underscores.

Agree on one list

Write down the source and medium values your team uses, so the same channel isn't tagged three different ways.

Tag outside links only

Use UTMs on ads, emails and posts. On links between your own pages they can credit your own page instead of the channel that brought the visitor in.

FAQ

UTM link questions.

Short answers about UTM tags and where to find them in Google Analytics.

What is a UTM link?

A UTM link is a normal web address with tags added to the end, like ?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale. When someone clicks it, Google Analytics reads the tags and credits the visit to that source, medium and campaign.

Which UTM parameters are required?

Google lists utm_source, utm_medium and utm_campaign as required, so this builder asks for all three. utm_term and utm_content are optional. GA4 also reads a few other optional tags, such as utm_id, which this builder doesn't add.

What's the difference between utm_source and utm_medium?

The source is who sent the visitor, like google, facebook or newsletter. The medium is the type of channel, like cpc, email or social. GA4 uses the two together to sort visits into channels such as Paid Search, Email and Organic Social, so stick to common medium values.

Where do I see UTM data in GA4?

Open Reports, then Acquisition, then Traffic acquisition. Switch the table's main dimension to Session campaign, Session source or Session medium to see your tagged visits. New data can take a day or two to show up in standard reports.

Are UTM parameters case-sensitive?

Yes. GA4 treats utm_source=Facebook and utm_source=facebook as two different sources, which splits your numbers. This builder lowercases every value unless you turn formatting off.

Do UTM parameters affect SEO?

No, they don't change your rankings. Use them on links you share outside your site, like ads, emails and posts, and keep them off links between your own pages and out of your sitemap, so search engines index the clean URL.

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