Build a UTM link your analytics can actually read.
A UTM builder adds a few small tags to a link so your analytics can tell which campaign, source, and medium sent each visitor. Fill in the fields, copy the link, and paste it wherever you are posting it.
utm_source · where the link lives. e.g. google, newsletter, linkedin.
utm_medium · the type of traffic. e.g. cpc, email, social.
utm_campaign · the campaign this link belongs to.
utm_content · tells two versions of the same link apart.
utm_term · the paid keyword, if you are tagging one by hand.
Built in your browser as you type. Nothing is sent anywhere. Source is the one tag analytics needs; medium and campaign are what make the report useful.
Five tags. Three worth setting every time.
Each UTM parameter answers one question about a click. Keep the values short, lowercase, and consistent, and your reports stay readable instead of turning into forty spellings of the same campaign. For the full background, see the UTM tracking guide and our naming conventions.
Where the link lives
The site or platform the click came from. The one tag analytics needs to attribute a visit.
google · newsletter · linkedinThe type of traffic
How the link was delivered: paid click, email, organic social. Lets you group all paid traffic, or all email, in one view.
cpc · email · socialThe campaign name
Ties every link in one push together so you can report on the campaign as a whole, not link by link.
spring-sale · q3-webinarWhich version
Optional. Separates two links to the same page in the same campaign, so an A/B test or a header-vs-footer button stays distinguishable.
header-button · variant-bThe paid keyword
Optional, and mostly a paid-search habit. Records the keyword you bid on. If your ad platform tags keywords automatically, you usually do not set this by hand.
lead tracking · crm softwareUTMs tell you the click. Not the customer.
UTMs are good at one thing: labelling a link so analytics can group the clicks. What they cannot do is follow a person from that click to the form they fill in three pages later, and then to whether they actually bought. The tag lives in the URL; the moment someone navigates away or comes back tomorrow, it is gone. That gap, between a tagged click and a named customer, is the thing lead source tracking exists to close, and it is why a utm_source in your analytics so often ends up as source: Web in your CRM. Running paid search? The same gap shows up in Google Ads attribution.
UTM builder questions.
- What is a UTM builder?
- A UTM builder is a tool that adds UTM tags (utm_source, utm_medium, utm_campaign, and optionally utm_content and utm_term) to the end of a URL. Those tags tell your analytics which campaign, source, and medium sent each visitor who clicks the link.
- What are the five UTM parameters?
- utm_source is where the link lives (google, newsletter, linkedin). utm_medium is the type of traffic (cpc, email, social). utm_campaign is the campaign name. utm_content tells two versions of the same link apart. utm_term is the paid keyword, if you tag one by hand.
- Which UTM parameters are required?
- Only utm_source is strictly required for analytics to read the rest. In practice, set utm_source, utm_medium, and utm_campaign together so your reports are actually useful. utm_content and utm_term are optional.
- Are UTM tags case-sensitive?
- Yes. UTM values are case-sensitive, so Google and google are counted as two separate sources in your reports. Pick one casing (lowercase is the common convention) and use it every time.
- Is this UTM builder free, and is my data stored?
- It is free, with no signup. The link is built entirely in your browser as you type. Nothing you enter is sent to us or stored anywhere.
- Where do I paste the finished link?
- Anywhere you share the campaign: the ad's destination URL, an email button, a social post, or a QR code. When someone clicks it, the UTM tags travel with them and show up in your analytics.
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