UTM Link Builder (Campaign URL Builder)
Add source, medium and campaign tags to any link so you can see exactly which post, email or ad brought each visitor. Names are cleaned up automatically, and you can save recent links in your own browser.
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What UTM links do
A UTM link is a normal web address with a few extra tags at the end. When a visitor clicks it, your analytics tool reads those tags and records exactly where the visit came from. Without them, traffic from a newsletter, a social post or a paid ad often ends up lumped together as "direct" or "referral", and you cannot tell which effort really worked.
The UTM parameters explained
- utm_source: where the link was placed, such as
newsletter,facebookorgoogle. - utm_medium: the type of channel, such as
email,cpcorsocial. - utm_campaign: the name of the promotion, such as
autumn_offer. - utm_term: optional, mostly the paid keyword.
- utm_content: optional, to tell apart two links in the same campaign, for example
header_buttonandfooter_link. - utm_id: optional campaign identifier, useful when you import cost data.
Naming rules that keep your reports clean
- Use lowercase only. Analytics tools treat
Emailandemailas different values. - Use underscores or hyphens instead of spaces, and pick one style.
- Keep a short list of mediums and reuse it, for example
email,cpc,socialandreferral. - Make campaign names descriptive and unique, for example
autumn_offer_2026. - Never put personal data such as email addresses or names into a UTM value. Links get shared, logged and stored in many places.
Where to use them
Use UTM links wherever you control the link: email newsletters, social posts, paid ads, influencer and partner links, QR codes on print material and the link in a profile bio. Do not use them on links inside your own website, because they can replace the original source of the visit in your reports.
How to read the results
In Google Analytics 4, open Reports, Acquisition, then Traffic acquisition, and look at session source, medium and campaign. Compare campaigns by what matters to your business, such as enquiries, sign-ups or sales, not only by visits. If you also tag the content parameter, you can see which button or banner inside one campaign worked best.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a URL. When someone clicks the link, analytics tools read the tags and record where the visit came from. The standard ones are utm_source, utm_medium, utm_campaign, utm_term and utm_content, and utm_id is also available.
Which UTM parameters do I need?
At a minimum, always set the source (where the link is, such as newsletter or facebook), the medium (the type of channel, such as email or social) and the campaign name. Term and content are optional and useful for paid keywords and for comparing links inside the same campaign.
Are UTM values case-sensitive?
Yes. In Google Analytics 4, Email and email are reported as two different values. That is why this tool turns values into lowercase and replaces spaces with underscores by default. Pick a naming convention and use it every time.
Should I use UTM links inside my own website?
No. Avoid UTM parameters on links that point from one page of your site to another. They can overwrite the original source of the visit in your reports. Use event tracking for internal clicks instead.
Do UTM links affect SEO?
They do not directly affect rankings, but a tagged URL can be indexed as a duplicate if it is shared publicly. A canonical tag that points to the clean URL prevents that.
Where do I see UTM results in Google Analytics?
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition. Add the session source, medium or campaign as the dimension to see your tagged links.
Does the tool store my links?
Only if you click Save. Saved links stay in your own browser and are never sent to our server. You can remove them at any time.
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