UTM link builder

Tag campaign links with UTM parameters so every visit from an ad, email or post shows up under the right source and campaign in Google Analytics.
  • Presets for email, social and ads
  • Keeps tags consistent
  • Copy the finished link in one click

Use the tool

Page

The page people should land on. Its query string and #anchor are kept.

Tags

Channel preset

Fills in source and medium.

utm_source

utm_medium

utm_campaign

utm_term

utm_content

utm_id

Formatting

Still needed: website address, source, medium, and campaign.

utm_source
Who sent the visit
utm_medium
The kind of channel
utm_campaign
The campaign or push
utm_term
The paid keyword
utm_content
Which link or ad in the campaign
utm_id
An ID shared with your ads platform

How it works

  1. Paste the page address

    The page people should land on. Any query string or #anchor it already has is kept.

  2. Pick a preset or fill in the tags

    Source, medium and campaign are required. Term and content are optional.

  3. Copy the link

    Use the tagged link in your ad, email or post. Open it once to check it lands on the right page.

Questions people ask

  • What are UTM parameters?

    Tags added to the end of a link, such as utm_source, utm_medium and utm_campaign. Analytics tools read them to tell you which campaign, channel and post sent each visitor.

  • Which fields do I need?

    Source, medium and campaign. Source is who sent the visit (facebook, newsletter), medium is the kind of channel (social, email, cpc), and campaign names the push (spring_sale). Term and content are optional: term for paid keywords, content to tell apart two links in the same campaign.

  • Which medium makes Google Analytics group the traffic correctly?

    GA4 sorts visits into channels partly by medium: email for email, social for unpaid social posts, cpc for paid search ads and paid_social for paid social ads. The presets use these values.

  • Why lowercase everything?

    Analytics treats Facebook and facebook as two different sources, which splits your reports. Lowercasing every value, and using underscores instead of spaces, keeps them together.

  • Should I tag links between pages of my own site?

    No. Use UTM tags on links you share elsewhere. A tagged link from one of your pages to another starts a new session in analytics and overwrites the visitor's real source.

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