UTM Builder
Every link you share is a small test, and UTM tags are how the result finds its way back to you. Fill in the fields below and get a tidy tracking link, built in your browser with nothing uploaded.
Not sure where to start? Load a ready made setup:
The page people will land on. You can leave out https:// and it is added for you.
Where the traffic comes from, like google or newsletter.
The channel type, like cpc, email or social.
A short name for this promotion, like spring_sale.
An ID for the campaign if your analytics setup uses one.
The paid keyword, if this link is for a search ad.
Tells similar links apart, like header_link or blue_button.
Your tracking link
Still needed: Website URL, Campaign source, Campaign medium, Campaign name.
How to Use the UTM Builder
- Paste the website URL of the page you want to promote.
- Enter the source, medium and campaign name. Tap a preset button to fill common values quickly.
- Add a campaign ID, term or content tag only if you need them.
- Click Copy link and use the result in your ad, email, social post or QR code.
One Sale, Four Links: A Worked Example
Picture a small garden shop running a spring sale. People can reach the sale page from an email, an Instagram profile, a search ad and a flyer in the shop window. The page is the same for all four, so only the tags tell the visits apart. The campaign name stays spring_sale on every link, and the source, medium and content change. These links were made with the tool above.
Email newsletter
The big button in the Tuesday emailhttps://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale&utm_content=header_buttonInstagram bio
The one clickable link on the profilehttps://example.com/spring-sale?utm_source=instagram&utm_medium=social&utm_campaign=spring_sale&utm_content=bio_linkGoogle search ad
A text ad shown for a gardening keywordhttps://example.com/spring-sale?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term=garden_gloves&utm_content=ad_variant_aFlyer QR code
A printed flyer in the shop windowhttps://example.com/spring-sale?utm_source=flyer&utm_medium=qr&utm_campaign=spring_sale&utm_content=shop_windowA week later, filter your report by spring_sale and you see how much each door contributed. The content tag goes one level deeper, for example which of two ad versions or which button in the email earned the click.
Five Mistakes That Quietly Spoil Campaign Data
None of these break a link. They just make the report harder to trust.
- 1
Two spellings of the same thing
If one teammate writes Facebook and another writes facebook, your reports show two rows that should be one. Lowercase everything and keep a short shared list of the names you use.
- 2
One campaign name for everything
A campaign called "marketing" tells you nothing a year later. Name the promotion itself, so you can compare this spring sale with the next one.
- 3
Tagging links that stay on your own site
A tagged link in your menu or footer can start a fresh visit and replace the real source of that visitor. Use UTM tags only on links that bring people in from outside.
- 4
A redirect that drops the tags
Some short links and redirects remove everything after the question mark. Click your finished link once and check that the tags are still in the address bar on the final page.
- 5
Private details inside a tag
Anyone who sees the link can read the tags. Never put names, email addresses or order numbers in them.
Want the link on paper? Turn it into a code with the QR Code Generator, or tidy the page address first with the Slug Generator.
Frequently Asked Questions
What does a UTM tag actually do?▼
It does nothing to the page itself. The visitor sees the same page as before. The tags are only extra text after the question mark that your analytics tool reads, so it can tell you which link brought that visit.
Where do I see the results?▼
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition. Switch the table to a session source / medium or session campaign view and your tagged links appear as rows. Other analytics tools read the same tags in their own acquisition reports.
Do capital letters matter?▼
Yes. Analytics tools treat Email and email as two different values and report them on separate rows. This is why the builder lowercases your values unless you turn that option off.
Can I use UTM links for printed material?▼
Yes. Build the link, then turn it into a QR code and print that. Use a medium such as qr and a source that names the printed piece, so scans from a flyer can be told apart from scans on a poster.
Is my link stored anywhere?▼
No. The link is put together in your browser while you type. Nothing you enter on this page is sent to a server.
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