UTM Link Builder
Track campaign performance.
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Quick Tip
Enter the destination URL.
About This Tool
Why use UTM Link Builder?
Build a tagged campaign URL. Enter your destination and the campaign parameters, and the URL is assembled with the browser's own URL API — which means every value is encoded correctly, so spaces, ampersands and accented characters in a campaign name cannot break the link.
That encoding is the failure a hand-built URL runs into: paste an unencoded space or ampersand into a campaign name and the link truncates or the parameter splits, and the traffic lands in Analytics as direct. Source, medium and campaign are the three that matter most — Google Analytics uses them for its default channel grouping, and the values are case-sensitive, so Facebook and facebook become two separate rows in your report. Pick lowercase and stay with it.
Key Benefits
Correct encoding
Built with the browser's URL API, so spaces, ampersands and accents in your values are encoded and cannot break the link.
Existing parameters kept
If your destination URL already has query parameters, the UTM tags are added alongside them rather than replacing them.
Updates as you type
The finished URL rebuilds with every change, so you can see exactly what you are about to copy.
How to use UTM Link Builder
- 1
Enter the destination URL.
- 2
Fill in source (where the traffic comes from), medium (the channel type) and campaign (the name).
- 3
Add term and content only if you need them — term for paid keywords, content for A/B variants.
- 4
Copy the finished URL and use it in your campaign.
Best use cases
Tag newsletter links so campaign traffic is attributed correctly.
Track which social post drove signups.
Separate paid and organic traffic from the same platform.
Compare two creatives with utm_content.
UTM Link Builder FAQs
Which parameters do I actually need?
Source, medium and campaign. Google Analytics uses those three for its default channel grouping. Term is for paid search keywords and content for distinguishing variants; both are optional.
Does capitalisation matter?
Yes, and it catches people out. UTM values are case-sensitive, so Facebook and facebook appear as two separate rows in your reports. Choose lowercase and apply it consistently.
What is the difference between source and medium?
Source is where the traffic came from — google, newsletter, linkedin. Medium is the type of channel — cpc, email, social, referral. Source is the specific place, medium is the category.
Should I use UTM tags on internal links?
No. Tagging a link between pages on your own site starts a new session and destroys the original attribution. UTM parameters are for traffic arriving from elsewhere.
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