UTM Builder
Links Your Reports Can Group
This UTM builder writes campaign links that analytics can actually group: consistent lowercase names, spaces turned into hyphens, and any parameters already on the address cleaned out first.
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UTM Link Builder
Campaign links your analytics can actually group
Source, medium and campaign are the three that every report groups by. The other three are optional, and an empty one is better than a guessed one.
Ready. Paste your landing page and fill in the three required fields.
The Job Each of the Five UTM Parameters Does
A campaign link is an ordinary address with a few extra parameters on the end. Your analytics tool reads the tags and logs the visit under that campaign.
utm_source, utm_medium and utm_campaign carry the load. Source says where the visit came from, medium says what kind of link it was, and campaign names the effort.
Term and content are for narrower jobs: a paid keyword, and telling two versions of one link apart. Google's own campaign URL guidance describes the same five.
So fill in the first three and the link works. Skip one of them, and the visit lands in a bucket nobody reads. That is the whole job a UTM builder does for you.
Why Naming Matters More Than The Tool
Analytics treats each spelling as a separate value. For example, Newsletter and newsletter count as two sources, while Spring-Sale and spring_sale count as two campaigns.
So one capital letter in one email splits a campaign across two rows of a report, and neither row tells the whole story.
That is why the lowercase switch is on by default here. Agree a convention once, write it down, and let the tool enforce it.
The Conventions Worth Copying
For medium, the usual values are email, social, cpc, organic, referral, affiliate and display. Sticking to that list keeps your reports comparable with everybody else's.
For source, name the actual place: newsletter, facebook, partner-name. Then for campaign, name the effort and add a date: spring-sale-2026.
Hyphens rather than underscores or spaces, because a space becomes %20 in the address and an underscore disappears at some font sizes.
Never On Internal Links
A UTM link inside your own site restarts the session in most analytics tools, which throws away the original source. The visit then looks like it came from your newsletter when it came from search.
What Campaign Links Cost
They are visible, ugly, and shareable. If somebody copies your campaign link into a forum, then every visit from that forum arrives tagged as your email.
They also split a page across two addresses unless a canonical tag settles it. That is worth checking once rather than discovering in a crawl.
For print and QR codes, keep them short and simple, since anybody can retype what they see. A UTM parameter nobody can read is worse than none.
Reading The Report Afterwards
Source and medium appear together in most reports as one dimension, written as google / cpc or newsletter / email.
Campaign sits beside them, and that is where the effort you named shows up. However, term and content usually need a secondary dimension before they appear at all.
So the three required fields are the ones you will read every week, and the other two are for the week you need to compare two buttons.
Give the campaign a name a colleague would recognise. Six months later, mar26-a means nothing to anybody.
Reading The Report Afterwards
Source and medium appear together in most reports as one dimension, written as google / cpc or newsletter / email.
Campaign sits beside them, and that is where the effort you named shows up. Term and content usually need a secondary dimension before they appear at all.
So the three required fields are the ones you will read every week, and the other two are for the week you need to compare two buttons.
Give the campaign a name a colleague would recognise. Six months later, mar26-a means nothing to anybody.
Reading The Report Afterwards
Source and medium appear together in most reports as one dimension, written as google / cpc or newsletter / email.
Campaign sits beside them, and that is where the effort you named shows up. Term and content usually need a secondary dimension before they appear at all.
So the three required fields are the ones you will read every week, and the other two are for the week you need to compare two buttons.
Give the campaign a name a colleague would recognise. Six months later, mar26-a means nothing to anybody.
Keep A Record
One shared sheet listing every campaign link and who made it. Six months later nobody remembers whether the source was fb or facebook, and the sheet answers in seconds.
Working With the UTM Link Builder, Start to Finish
Four steps, and the preset does most of the first two for you.
- 1
Paste the landing page
The page the tagged link should open. Existing utm values are stripped first, so a link you already tagged does not end up tagged twice.
- 2
Pick a channel preset
It fills in the usual source and medium for email, social, paid search or print. Change either one if your convention differs.
- 3
Name the campaign
One name, used across every channel for this effort. That is what lets a report compare email against social.
- 4
Copy and record it
Paste the finished link into your email or ad, then add a row to your campaign sheet. Therefore the next person uses the same spelling.
What Sets This UTM Builder Apart
Every builder concatenates five parameters. The differences here are what happens to the values on the way.
Naming enforced by default
Write spring-sale-2026, not Spring Sale 2026. Two switches you can turn off, so this UTM builder enforces a convention you no longer have to remember.
Old parameters cleaned out
Paste a link that already carries utm values and the tool clears them before adding yours. No link ends up tagged twice.
Five channel presets
Email, Facebook, Google Ads, LinkedIn and print each fill in the source and medium that report well, because those two are where conventions usually slip.
Every parameter explained
The panel says what each one is for, and marks the three that reports group by. After all, guessing is where conventions die.
Encoded exactly once
Values go in through the browser's own URL builder, so an ampersand in a campaign name never invents a parameter.
Nothing leaves your tab
Unannounced landing pages pass through here. Since your browser assembles the link, none of it reaches a server.
Rules For Campaign Links That Stay Useful
Tagging is easy. Tagging consistently, across a year and several people, is the part that takes rules.
- Lowercase everything, always. Analytics is case sensitive, and nothing warns you. So one capital letter becomes one extra row in every report that campaign appears in.
- Use the standard mediums. Common medium values: cpc, email, social, display, affiliate, referral. Although inventing your own is tempting, it makes your reports incomparable with every benchmark.
- Put a date in the campaign name. Write spring-sale-2026 rather than spring-sale, because next year you will want both. They will not be the same campaign.
- Never tag internal links. It starts a fresh session and wipes out the true source. A link from your own page to your own page needs no parameters.
- Keep a shared record. One sheet, one row per link, with the date and the person. That is the only real defence against six spellings of one source.
- Shorten links for print. Nobody types a hundred characters from a poster. Use a short link that redirects to the tagged one.
- Check the landing page has a canonical. Otherwise a search engine can index the tagged address as a separate page, which splits whatever ranking that page has earned.
- Agree the list of mediums up front. Write the seven allowed values in the same sheet as the links. A naming rule that nobody can find soon gets ignored.
- Click one tagged link yourself before the campaign goes out. Open it, then look at the real-time report. Five minutes there beats finding out after the send that nothing was tagged.
Six Campaign Tagging Mistakes
These are the ones that show up in a report three months later, when the campaign is over and the data cannot be fixed.
Mixed case across a team
Facebook, facebook and FaceBook count as three sources. The campaign then appears to fail even though it actually worked.
Tagging internal navigation
It wipes the original source from the session, so organic search visits end up filed under your own newsletter.
A campaign label missing its month or year
Two years of one name sit in the same report, and then nothing separates this spring from the last one.
Placing an email or name inside a UTM value
An email address in utm_content lands in your analytics, in server logs and in referrer headers. It is a data breach with extra steps.
Double tagging a link
Pasting an already tagged address into a builder produces two sets of parameters, and analytics reads whichever comes last.
Leaving medium empty
Without it the visit falls into an unassigned bucket. Source alone does not tell a report what kind of traffic it was.
Campaign Link Questions People Ask
Which UTM tags must every link carry?
Source, medium and campaign. Reports group by those three, so a link missing any one of them lands in a bucket nobody looks at.
Does a utm link builder affect SEO?
Only through duplicate addresses. A search engine can index the tagged version separately, which is why the landing page needs a canonical tag pointing at the clean one.
Is it wise to add UTM tags to internal links?
No. Internal tagging restarts the session in most analytics tools and replaces the real source with your own campaign.
Will GA4 read utm_campaign before utm_source differently?
Any order works. This builder writes them in the usual sequence, which makes a long link easier for a person to read.
Is a space allowed inside utm_campaign?
You can, and they become %20 in the address. Hyphens read better and survive a copy into a chat message, which is why the switch is on.
Does Google Analytics 4 still read UTM tags?
Yes, the same five, plus an optional campaign id. So nothing about the naming advice on this page changed with the move to GA4.
Are these links safe to shorten?
Yes, and printed codes should always carry them. Since the redirect keeps the parameters, nobody has to retype forty characters from a poster.
Can I strip the parameters later?
The URL parser on this site copies an address without its tracking values, which helps whenever you want the clean link to share.
What is utm_id for?
Matching a campaign against a cost import, mostly in GA4. Skip it unless a later tool specifically needs it.
Is the link I build stored anywhere?
No. Your browser assembles it in this tab, and this site never fetches the address or writes it to a log.
Tools For A Campaign
A tagged link usually needs two more things before it ships.
Shortlink Generator
Turn a long campaign link into something printable.
Open tool →QR Code Generator
Put the same link on a poster or a business card.
Open tool →URL Parser
Check exactly what parameters an address carries.
Open tool →
Ready To Tag A Campaign?
Paste the landing page, pick a channel, and name the campaign once. The UTM builder is free, needs no account, and builds the link in your browser.