Free tool · Analytics
UTM builder
Tag the links you share so Google Analytics shows exactly which post, email, ad or QR code sent each visitor.
Runs entirely in your browser. Nothing you type is sent to us or stored.
How to use the UTM Builder
How UTM tags work
Google Analytics reads five standard campaign tags from a link: utm_source, utm_medium,
utm_campaign, utm_term (paid keywords) and utm_content (to tell two
links or creatives apart). The values then appear in your Traffic acquisition report. (Google Analytics Help)
A simple naming system
- Source = the site or list:
facebook,instagram,newsletter. - Medium = the type:
social,email,cpc(paid ads),qr_code. - Campaign = the reason:
spring_sale,new_menu,oct_2026_posts.
Write your names down and reuse them. Consistent, lowercase names keep your reports clean. Want to know what to spend on each channel once you can measure it? Try our marketing budget calculator.
FAQ
Common questions
What is a UTM link?
A normal web address with extra tags on the end (utm_source, utm_medium, utm_campaign and optionally utm_term and utm_content). When someone clicks it, Google Analytics records those tags, so you can see which post, email or ad sent the visitor.
Which UTM parameters are required?
Use at least utm_source (where the traffic comes from, like facebook or newsletter), utm_medium (the type, like social, email or cpc) and utm_campaign (the promotion or reason). utm_term and utm_content are optional.
Where do I see UTM results in Google Analytics 4?
Go to Reports, then Acquisition, then Traffic acquisition. Change the primary dimension to Session source / medium or Session campaign to see your tagged links.
Should UTM values be lowercase?
Yes, as a habit. Analytics treats "Facebook" and "facebook" as different sources, which splits your data. This tool lowercases values and replaces spaces with underscores by default.
Should I use UTM tags on links inside my own website?
No. Use them only on links that bring people to your site from elsewhere (social posts, emails, ads, QR codes). Tagging internal links overwrites the real source of the visit.
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