Add UTM tags to any link so Google Analytics shows exactly which post, email or ad brought each visitor. Fill in the boxes, copy the finished link, and use it in your campaign.
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What Is a UTM Link Builder?
A UTM link builder adds tracking parameters to the end of a web address. The parameters are called UTM tags (short for Urchin Tracking Module). When someone clicks the tagged link, analytics tools such as Google Analytics read the tags and report the source, medium and campaign that sent the visit. The page itself looks exactly the same to the visitor.
How to Build a UTM Link
- Paste the full address of the page you want people to land on.
- Fill in the source (where the click comes from), the medium (the type of channel) and the campaign name.
- Add a term or content value only if you need it, for example to tell two buttons or two ads apart.
- Copy the finished link and test it before you publish it.
The Five UTM Parameters
| Parameter | What it tells you | Example |
|---|---|---|
| utm_source | The site or sender | newsletter, facebook |
| utm_medium | The channel type | email, social, cpc |
| utm_campaign | The campaign name | spring_sale |
| utm_term | Paid search keyword (optional) | running_shoes |
| utm_content | Which link or ad version (optional) | blue_button |
Tips for Clean UTM Tracking
- Use lowercase everywhere. Google Analytics treats Email and email as two different values.
- Keep one naming style, such as underscores instead of spaces, so your reports stay tidy.
- Use UTM tags on links you control, like newsletters, social posts and ads. Do not add them to links inside your own website, because they can overwrite the real source of a visit.
- Do not put personal data such as names or emails in UTM values. The tags appear in the visible web address.
- Keep a simple sheet of the names you use so everyone on your team tags links the same way.
Share a Long Tagged Link
A tagged link can get long. You can turn it into a short link with the URL shortener, or print it as a scannable code with the QR code generator. Just shorten or encode the finished tagged link, not the plain one.
Frequently Asked Questions
Do UTM tags change my page or my SEO?
No. Visitors see the same page and it works the same way. The tags only add information for your analytics tool. If you worry about duplicate addresses in search results, keep a canonical tag on the page.
Which parameters are required?
Google Analytics expects source, medium and campaign. Term and content are optional.
Can I add UTM tags to a link that already has a question mark?
Yes. This tool keeps your existing parameters and adds the UTM tags after them. It also keeps any part after a hash sign.
Does the tool store my links?
No. Everything is built in your browser and nothing is saved or sent.
Is it free?
Yes. It is free and needs no sign-up.
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