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UTM Link Builder
Tag a link with UTM parameters for Google Analytics: source, medium, campaign, and the rest, with common presets, many links at once, a QR code, and recent links kept.
UTM Link Builder: The builder adds the utm_ parameters to the address, keeping its other query parameters and any #section at the end, and replacing UTM values it already had. It warns about capital letters and spaces, which split reports, and shows which Google Analytics 4 channel the visits will most likely be filed under. Runs 100% locally in your browser with zero server file uploads.
- Category
- Web tools
- Runs
- In your browser
- Cost
- Free · no sign-up
- Availability
- Ready to use
Runs entirely in your browser
What each parameter is for
Source names where the visit comes from, such as google, newsletter, or a partner's site. Medium names the kind of link, such as cpc for paid search, email, or social; Google Analytics uses it to sort visits into channels. Campaign names the promotion, so every link for the spring sale reports together. Term records a paid keyword, and content tells apart links in the same place, such as the header button and the footer link of one email.
A naming scheme written down once saves most of the trouble: all lowercase, underscores instead of spaces, and the same source and medium for the same kind of link every time. Google Analytics counts Newsletter, newsletter, and news-letter as three sources.
Links on print and in apps
On a poster, flyer, or package, a QR code carries the tagged link without anyone typing it; the builder makes the code to download, and the QR code generator offers more styles. Long tagged links also look untidy in posts, which is why they are often shortened; the parameters survive a redirect as long as the shortener keeps the query string.
To check what a finished link contains, paste it into the URL parser, which lists every parameter; to see how the page itself will look when shared, use the Open Graph checker.
How to use it
- Paste the page address, or several, one per line.
- Fill in source, medium, and campaign, or start from a preset such as an email newsletter or Google Ads.
- Copy the tagged link or download its QR code.
Privacy & limitations
Links are built in your browser. The last 20 links you copied are kept in this browser only.
Related tools
Frequently asked questions
Which UTM parameters do I need?
Google Analytics asks for utm_source, utm_medium, and utm_campaign on every tagged link; a missing one shows up as (not set). Term and content are optional, for paid keywords and for telling apart two links in the same campaign.
Does capitalisation matter?
Yes. Google Analytics treats Facebook and facebook as two different sources, so a campaign tagged inconsistently is split across rows. Using lowercase every time avoids that.
What medium should I use?
GA4 sorts visits into channels by the medium: email lands in Email, social in Organic Social, cpc with a search engine source in Paid Search, banner or display in Display. A medium outside its rules, such as qr, is filed as Unassigned unless you set up a custom channel group.
Should I tag links inside my own site?
No. UTM tags are for links from outside, such as emails, ads, and posts. A tag on a link between your own pages replaces where the visitor really came from, so reports credit your own site instead of the email or ad that brought them.
Free tool · runs in your browser · no account required