UTM Link Builder

Type the page address and the campaign source, medium and name, plus the term, content and ID if you use them, and copy the tagged link. Values are lowercased and spaces turned into underscores so reports do not split one campaign into many rows, and the builder warns about anything that would. Existing parameters on the address are kept, old utm_ tags are replaced rather than doubled, and the link is shown broken into its parts. Recent links are kept in your browser so a campaign's links stay consistent, and can be downloaded as a CSV.

How it works

UTM Link Builder is a web page that does its work on your own device. Everything you type or choose is worked out by your browser and never sent to a server, so nothing is stored and there is nothing to delete. There is no account, no sign-up and no limit on how often you use it.

Straight to one job

Campaign URL Builder · UTM Generator

What the parameters do

Analytics tools cannot see where a visitor was before they arrived, beyond the referring page, and an email or an app passes nothing at all. UTM parameters fix that by carrying the answer on the link itself. utm_source names where the traffic came from (newsletter, google, facebook), utm_medium names the kind of channel (email, cpc, social), and utm_campaign names the promotion. utm_term and utm_content are optional: the paid keyword, and which of several ads or links in one piece was clicked. utm_id carries a campaign identifier for imported cost data. These names and roles are the ones Google Analytics documents (Collect campaign data with custom URLs, read 4 October 2026) and other analytics tools read the same parameters.

Consistency is the whole game

Analytics reports treat Email, email and e-mail as three different sources, and spring sale with a space becomes spring%20sale. That is how campaign reports end up split into a dozen rows for one campaign. The builder lowercases values and turns spaces into underscores unless you switch that off, warns when a value still has capitals or spaces, and keeps your recent links on this device so the next link in the same campaign starts from the last one. Source and medium are required: without them most tools file the visit under direct or referral and the campaign vanishes.

What the builder does to the address

The address is parsed properly rather than glued together with text: existing parameters are kept, a previous set of utm_ parameters is replaced rather than doubled, a #fragment stays at the end where browsers expect it, and https:// is added to a bare domain. The result is shown broken into its parts so you can see exactly what each parameter holds before you paste the link into an email, an ad or a QR code.

What it does not do

• It does not shorten links. Shorteners are separate services with their own tracking; a tagged link can be shortened afterwards and keeps its parameters.
• It does not know your analytics property or check that a source and medium match the channel groupings you have set up there.
• Recent links live in this browser only; they are not synced or sent anywhere, and clearing site data removes them.

What it does

• utm_source, utm_medium, utm_campaign, utm_id, utm_term and utm_content
• Lowercase and underscore options, with warnings about capitals and spaces
• Existing parameters kept, old utm_ tags replaced, fragments left in place
• The link shown in parts so every value can be checked
• Recent links kept on this device, reloadable, exportable as CSV
• Suggestions for common sources and mediums
• No upload, no account, no sign-up

Questions

What are UTM parameters?

Short tags added to a link, utm_source, utm_medium, utm_campaign and optionally utm_term, utm_content and utm_id, that tell an analytics tool where a visit came from and which campaign sent it. Google Analytics documents them under Collect campaign data with custom URLs (read 4 October 2026), and other tools read the same tags.

Which parameters are required?

Source and medium. Without a source most tools file the visit under direct or referral, and without a medium it cannot be grouped into a channel. Campaign name is strongly recommended so the links from one promotion report together.

Why lowercase everything?

Reports are case-sensitive: Email, email and EMAIL appear as three sources. Lowercasing every value, and using one spelling for each source and medium, keeps a campaign on one row. The builder does this unless you untick it, and warns when a value still has capitals or spaces.

What goes in medium versus source?

Medium is the kind of channel: email, cpc for paid search, social or paid_social, referral, display, affiliate, sms, qr. Source is the specific place: newsletter, google, facebook, a partner's site. Together they read as source / medium in reports, such as newsletter / email.

Does it change the rest of my link?

No. Other parameters on the address are kept, a fragment after # stays at the end, and only the utm_ tags are added or replaced. The link is shown in parts so you can see exactly what it carries.

Where are my recent links stored?

In this browser's own storage on your device, if Remember my recent links is ticked. They are not sent to us or synced anywhere. Clear removes them, and so does clearing the site's data in your browser.

Can I use it for something other than Google Analytics?

Yes. Matomo, Adobe Analytics, HubSpot, Mailchimp and most other tools read the same utm_ tags, and many email and ad platforms add them automatically with the same names.

Is it free?

Yes, completely free, with no sign-up.

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