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UTM Link Builder
Add UTM campaign parameters to any URL so you can see exactly where your traffic comes from in Google Analytics.
Keep it consistent: Google Analytics treats “Facebook” and “facebook” as different sources, so stick to lowercase and one naming scheme. Use source for where the click came from (google, newsletter), medium for the type (cpc, email, social) and campaign for the promotion. Never add UTM tags to links within your own site — they overwrite the original source.
About the UTM Link Builder
The UTM Link Builder adds utm_source, utm_medium, utm_campaign, utm_term, utm_content and utm_id parameters to any URL so Google Analytics and other tools can show exactly which campaign, ad or post sent each visitor. Quick presets fill in the right values for Facebook ads, Instagram bios, Google Ads, newsletters, LinkedIn, TikTok and printed QR codes, and the link stays consistent with lowercase and underscore options.
How to use the UTM Link Builder
- Enter the website URL you want to track.
- Pick a quick preset or fill in the source, medium and campaign yourself.
- Add term, content or campaign ID if you need them, and keep “Force lowercase” on for clean reports.
- Copy the tracking link or open it to test.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a URL — such as ?utm_source=instagram&utm_medium=social — that tell analytics tools where a visitor came from.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the core three. utm_term and utm_content are optional and help separate keywords or ad variations.
Why should UTM values be lowercase?
Analytics treats “Facebook” and “facebook” as different sources, so mixing cases splits your data. Keeping everything lowercase avoids that.