Free UTM Builder
Add UTM parameters to any link so Google Analytics shows exactly which campaign, newsletter or post sent each visitor.
Runs in your browser · nothing is uploaded
How to use the free UTM builder
- 01
Paste the page URL.
- 02
Fill in source, medium and campaign (term and content are optional).
- 03
Copy the tracking link and use it in your campaign.
How UTM parameters work
UTM parameters are tags added to a URL (?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale) that analytics tools read to attribute visits. Without them, clicks from emails, PDFs and many apps show up as "direct" traffic and you can't tell what worked.
Be consistent: always lowercase, and agree a naming convention for sources and mediums (email, social, cpc) so reports don't split one channel into several.
UTM parameters explained
| Parameter | Required | Use it for | Example |
|---|---|---|---|
| utm_source | Yes | Where the traffic comes from | newsletter, google, linkedin |
| utm_medium | Yes | The type of channel | email, cpc, social, referral |
| utm_campaign | Yes | The campaign or promotion | spring_sale, product_launch |
| utm_term | No | Paid search keywords | running_shoes |
| utm_content | No | Telling links apart in one campaign | header_button, footer_link |
Tips for using the UTM builder
Agree a naming convention
Write down your sources and mediums and always use them the same way, in lowercase.
Never tag internal links
UTMs on links within your own site restart the visit and break your reports.
Shorten long links
For social posts and print, run the tagged link through a link shortener.
Check the page first
Make sure the destination doesn't redirect and drop the parameters. Test it with the redirect checker.
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UTM Builder FAQ
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. utm_term (paid keywords) and utm_content (to tell apart links in the same campaign) are optional.
Should I use UTMs on internal links?
No. UTMs on links within your own site restart the visit's attribution and corrupt your reports.
Do UTMs affect SEO?
No, as long as you don't use them on internal links or in your sitemap.
Where do I see UTM data in Google Analytics 4?
Reports → Acquisition → Traffic acquisition, then choose session source/medium or session campaign.
Are UTM parameters case-sensitive?
Yes. "Email" and "email" show as different mediums, which is why the builder lowercases them.
Do Google Ads need UTMs?
No, if auto-tagging is on; Google Ads uses its own click ID (gclid).
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