Free tool
Free UTM Builder
Build UTM-tagged campaign links for email, ads and social. Presets for common sources, warnings for typos, one-click copy. Free and private.
Quick presets
Where the traffic comes from. Required.
The type of channel. Required.
Which promotion or launch. Required.
Optional. Paid search keyword.
Optional. Tells apart two links in the same ad or email.
Your campaign URL
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=october_launch
Ready to share
Visits from this link will show up as source “newsletter” and medium “email” in your analytics.
Everything runs in your browser. Nothing you type is sent anywhere.
How UTM parameters work
When someone clicks a link with UTM tags, your analytics reads the tags from the URL and files the visit under that source, medium and campaign. Without them, a click from your newsletter often shows up as “direct” traffic, because most email apps don't send a referrer.
| Parameter | Answers | Example |
|---|---|---|
utm_source | Who sent the visit? | newsletter, google, linkedin |
utm_medium | What kind of channel? | email, cpc, social, referral |
utm_campaign | Which promotion? | october_launch, black_friday |
utm_term | Which paid keyword? | privacy+analytics |
utm_content | Which link or creative? | hero_button, footer_link |
A naming convention that keeps reports clean
- Always lowercase. UTM values are case-sensitive, so “Email” and “email” become two rows.
- No spaces. Use underscores or hyphens. Spaces get encoded as
%20or+and are easy to mistype. - Reuse the same mediums. Pick a short list (email, cpc, social, paid_social, referral, offline) and stick to it.
- Never tag internal links. A UTM link from your own homepage to your pricing page overwrites the visitor's real source.
Example
Sharing your pricing page in the October newsletter: https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=october_launch. In your analytics, every visit from that link is counted under source “newsletter” and campaign “october_launch”, so you can see exactly how many signups the email produced.
Frequently asked questions
What are UTM parameters?+
Short tags added to the end of a link (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell your analytics where a visit came from.
Which UTM parameters are required?+
utm_source, utm_medium and utm_campaign are the three you should always set. utm_term and utm_content are optional.
Are UTM parameters case-sensitive?+
Yes. “Facebook” and “facebook” are counted as two different sources, which splits your reports. Stick to lowercase.
Do UTM tags affect SEO?+
No, as long as you only use them on links you share outside your site. Don't add UTM tags to your own internal links: that overwrites the visitor's real source.
Does this tool store my links?+
No. The URL is built entirely in your browser and nothing is sent to a server.
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