SEO & Marketing
UTM Link Builder
Where the link is placed: a site, newsletter or platform.
The kind of channel: email, social, cpc, banner.
The promotion or product this link belongs to.
Optional. The paid search keyword.
Optional. Tells two links in the same place apart, such as a button and a banner.
Optional. An ID from your ad platform.
Enter the website address to build the link.
- Add utm_source, utm_medium, utm_campaign: Google Analytics needs the source, medium and campaign on every tagged link.
Add UTM tags to a link so your analytics show which email, post or ad sent each visit. Values are cleaned for you, and existing parameters and anchors are kept.
How to use this tool
Enter the full website address of the page you are linking to. If it already has UTM tags, press Use its values to load them; the tags you enter replace them.
Choose where the link will be shared, such as Newsletter or Facebook ad, to fill in the source and medium, then add the campaign name. Term, content and ID are optional. Lowercase values and Spaces become keep your naming consistent in reports.
Read the tagged link and the checks beside it, then press Copy link. Sample loads an example and Clear starts again.
How to use this tool
Enter the full website address of the page you are linking to. If it already has UTM tags, press Use its values to load them; the tags you enter replace them.
Choose where the link will be shared, such as Newsletter or Facebook ad, to fill in the source and medium, then add the campaign name. Term, content and ID are optional. Lowercase values and Spaces become keep your naming consistent in reports.
Read the tagged link and the checks beside it, then press Copy link. Sample loads an example and Clear starts again.
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Campaign tags added without breaking the link.
A UTM tag is a small piece added to a link so analytics can tell where a visit came from. The tags only help if they are spelled the same way every time, so this keeps them tidy.
- The six standard tags
- Source, medium and campaign are needed for reports. Term and content are optional, and ID ties a link to a platform's campaign. Quick buttons fill in the source and medium for common places.
- Your link stays intact
- Existing parameters keep their order, a #section at the end stays at the end, and tags already on the link are replaced rather than repeated. Spaces and special characters are encoded correctly.
- Checked as you type
- You are told if the source, medium or campaign is missing, if capital letters would split your reports, and if the link is long enough for some services to cut off.
Frequently asked questions
What are UTM parameters?
They are tags added to the end of a link, such as utm_source=newsletter, that analytics tools like Google Analytics read to report which campaign, channel and link brought each visit.
Which ones do I need?
Source, medium and campaign. Source is where the link is placed (newsletter, facebook), medium is the type of channel (email, social, cpc), and campaign is the promotion (spring_sale). Term and content are optional extras.
Why lowercase everything?
Reports treat Email and email as two different mediums, which splits your numbers. Keeping values lowercase, with underscores or hyphens instead of spaces, avoids that. You can turn it off if you need capitals.
Should I tag links to my own site from my own pages?
No. UTM tags on internal links start a new session and hide where the visitor really came from. Use them for links on other sites, emails, ads and social posts.
What happens to the parameters already in my link?
They are kept, in the same order, along with any #section at the end. Only utm_ tags already on the link are replaced by the ones you enter.