UTM Builder
Paste the page you're promoting, fill in source, medium and campaign, and copy a tagged link that Google Analytics and most other analytics tools can sort into the right campaign.
Link details
Existing query parameters and the #section part are kept.
Quick presets (fill source and medium)
Where the visit comes from.
The type of traffic.
The promotion or launch this link belongs to.
Optional. Usually the paid keyword.
Optional. Tells apart two links in the same ad or email.
Optional. An ID from your ad platform or spreadsheet.
Your campaign URL
- Copying a complete link saves it to the history below.
Recent links
The last 10 links you copy appear here. They're stored only in this browser.
Built in your browser
Links are made in this tab. Nothing you type is sent to us.
Keeps your URL intact
Existing query parameters and the #anchor stay where they belong.
Last 10 links saved
Kept in local storage on this device only, with a Clear button.
Tagging links so you know which campaign worked
When someone clicks a link in your newsletter or an Instagram ad, analytics often can't tell where they came from. Email apps and social apps tend to strip the referrer, so the visit lands in "direct" or a vague "social" bucket. UTM parameters fix that by writing the answer into the link itself: utm_source=newsletter&utm_medium=email&utm_campaign=autumn-sale. Google Analytics 4 reads those values and files the visit under that source, medium and campaign.
This builder takes your page address and adds the parameters for you. It keeps anything already in the address, such as ?size=180cm or a #reviews anchor, and puts the #anchor back at the very end where browsers expect it. If the address already carries utm_source, utm_medium, utm_campaign, utm_term, utm_content or utm_id, those old values are removed and replaced with what you type, so you don't end up with two utm_source values fighting each other.
Values are percent-encoded, so an ampersand or a space in a campaign name can't break the link. With the lower-case option on, which it is by default, "Autumn Sale" becomes autumn-sale before it's added.
How to use it
- 1Paste the full address of the page people should land on.
- 2Pick a preset such as Google Ads or Newsletter, or type your own source and medium.
- 3Give the campaign a name, and add a term, content or ID if you need to tell links apart.
- 4Check the warnings under the result, then copy the link or open it to test.
- 5Use Edit in the recent links list to reload an older link and make a variation.
What each parameter is for
- utm_source (required): where the click comes from, like google, facebook, newsletter or a partner's site name.
- utm_medium (required): the kind of traffic, like cpc, paid_social, email or referral. GA4 uses source and medium to decide the default channel, so stick to common words.
- utm_campaign (required): the promotion, launch or season, like autumn-sale or spring-webinar.
- utm_term (optional): mostly for paid search, to record the keyword you bid on.
- utm_content (optional): tells apart links that share the same campaign, like the header button and the footer link in one email.
- utm_id (optional): a campaign ID from your ad account or planning sheet. GA4 can use it to join cost data you import.
The presets
The five preset buttons only fill source and medium, and you can change both afterwards. Google Ads sets google and cpc. Facebook Ads, Instagram Ads and LinkedIn Ads set the network name and paid_social. Newsletter sets newsletter and email. For an unpaid LinkedIn post, change the medium to social so your organic and paid traffic don't get mixed up.
If your Google Ads account has auto-tagging switched on, Google adds its own gclid parameter and that usually takes priority over manual tags in GA4, so manual UTMs matter most for the other networks.
Keeping your reports tidy
Analytics tools are case-sensitive. Facebook, facebook and FB show up as three different sources, which splits one campaign across several rows. That's why the lower-case option is on by default: it trims each value, lower-cases it and turns spaces into dashes. If you switch it off, the tool points out any capitals it finds.
Agree on a short list of sources and mediums with anyone else who builds links, and reuse it. A simple naming rule, such as season-year for campaigns, makes the reports far easier to read six months later.
Only tag links that point to your site from somewhere else. Putting UTMs on links between your own pages starts a new session and overwrites where the visitor really came from.
Recent links and privacy
The link is built in your browser as you type, and nothing you enter is sent to us. When you copy a complete link (valid address plus all three required fields), it's saved to a short list of your last 10 links. That list lives in your browser's local storage on this device only, so it won't follow you to another computer. The Clear button wipes it, and if your browser blocks storage the tool still works, it just won't remember anything.
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Frequently Asked Questions
Which UTM parameters do I have to fill in?
Source, medium and campaign. The tool still shows a link when one is empty, but warns you, and only complete links are saved to the recent list. Term, content and ID are optional and are left out of the link when empty.
What happens to the parameters already in my URL?
Anything that isn't a UTM parameter, like ?size=180cm or a product ID, is kept exactly as it was. Any of the six standard UTM parameters already there are removed and replaced by the values you type, and the tool tells you which ones it replaced.
Where does the #anchor go?
At the end. A link like page?ref=1#reviews becomes page?ref=1&utm_source=...#reviews. Putting the parameters after the # would hide them from the server and from most analytics tools, which is a common mistake when tagging links by hand.
Do I need to type https://?
No. If the address has no scheme, the tool adds https:// and says so under the result. It warns you if the address can't be read, uses something other than http or https, or has a domain without an ending like .com.
Should I use UTM tags on internal links?
No. A UTM tag on a link from one of your pages to another makes GA4 treat the click as a new visit from that source, which hides the real one. Use them on links in emails, ads, social posts and other sites.
Why are my values lower-cased with dashes?
Because the lower-case option is on. Analytics treats Email and email as two different mediums, so lower-casing everything keeps one campaign in one row. Untick the option if you need the exact capitals and spaces; spaces are then written as %20.
Is my link history stored online?
No. The last 10 links you copy are kept in your browser's local storage on this device. They're never sent to us, and Clear removes them straight away.