UTM Link Builder

Add Google Analytics campaign tags to any URL and get a ready-to-share tracked link. Everything runs in your browser — your data is never sent anywhere and nothing is stored.

source=google (the referrer)

medium=cpc (the channel)

campaign=spring_sale (the promotion)

term = paid keyword

content = which link or creative (for A/B tests)

How to use the UTM link builder

  1. Paste the destination URL you want people to land on.
  2. Fill in source, medium and campaign — these three are required and group your traffic in Google Analytics.
  3. Optionally add term (paid keyword) and content (which link or creative) for finer reporting.
  4. Copy the generated link and use it in your ad, email or social post.

Tip: keep values lowercase and consistent — UTM tags are case-sensitive, so Email and email show up as two different sources. Use underscores or hyphens instead of spaces.

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Frequently asked questions

What is a UTM parameter?

UTM parameters are small tags added to the end of a URL that tell analytics tools where a visitor came from. The five standard tags are utm_source, utm_medium, utm_campaign, utm_term and utm_content. When someone clicks a tagged link, Google Analytics reads these tags and attributes the visit to that exact campaign.

Which UTM fields are required?

Google treats utm_source, utm_medium and utm_campaign as the core trio — always set all three so your traffic is grouped correctly. utm_term (paid keyword) and utm_content (which link or creative) are optional and mainly used for paid search and A/B testing.

What is the difference between source, medium and campaign?

Source is the referrer, such as google, newsletter or facebook. Medium is the marketing channel, such as cpc, email or social. Campaign is the specific promotion, such as spring_sale or launch_2025.

Should I use uppercase or lowercase?

Use lowercase consistently. UTM values are case-sensitive, so Email and email appear as two separate sources in your reports. Stick to lowercase with underscores or hyphens instead of spaces to keep your data clean.

Is my data sent anywhere?

No. The link is built entirely in your browser — nothing is uploaded to a server and nothing is stored. Each value is URL-encoded for you so the final link is always valid.

Does it work with URLs that already have a query string?

Yes. If your URL already contains a ?, the builder appends the UTM tags with &. If it contains a # fragment, the fragment is kept at the very end of the link so anchors still work.