Support: UTM Link Builder

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Common 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.