UTM Builder
Build campaign tracking links for Google Analytics, see which channel each one will count under, and check or clean any tagged link.
Runs in your browser. Nothing you add is uploaded.
What the UTM Builder does
UTM parameters are the tags — utm_source, utm_medium and utm_campaign, plus utm_content, utm_term and four newer ones that Google Analytics 4 reads — that tell your analytics where a visit came from. Without them, a click from your newsletter and a click from an Instagram bio both show up as unhelpful "direct" or "referral" traffic. This builder assembles a correctly encoded tracking link, starting from presets for the places people share links, shows which Google Analytics 4 channel the visits will be counted under, and warns about the mistakes that quietly spoil reports. It can also do the opposite job: explain every tag and tracking ID in a link someone sent you, and give you a clean copy without them.
How to build a UTM tracking link
- Paste the page you want people to land on into the website address field, for example https://example.com/pricing. A link that already has tags is read back into the fields.
- Choose where you will share it — Instagram, WhatsApp, a newsletter, Google Ads — to fill in Source and Medium, or type your own.
- Name the Campaign (diwali_sale_2026), and add Content to tell apart two links in the same campaign, such as header_button and footer_link.
- Check the Google Analytics 4 channel shown under the link and fix anything the tool warns about, then copy the link, test it or turn it into a QR code.
- To see what a link someone sent you contains, switch to Check or clean a link: every tag and tracking ID is explained, and you can copy a clean version.
The UTM Builder runs entirely in your browser — nothing you enter is uploaded, stored, or logged.
When to use it
Knowing which newsletter link people click
Give every link in an email the same source and campaign but a different utm_content (hero_image, main_button, ps_link). In Google Analytics you can then see which placement actually drove visits and sign-ups instead of guessing.
Comparing paid and organic social posts
Tag the link in a boosted post with medium=paid_social and the same link in an ordinary post with medium=social. Both come from the same platform, but the reports keep them apart, so you can see what the ad spend added.
Offline campaigns with QR codes
Posters, flyers and packaging have no referrer at all, so their visits are invisible without tags. Build a link with source=poster and a campaign name, then turn it into a QR code, and every scan is counted under that campaign.
Good to know
- Analytics treats Email and email as two different sources. Pick one style — lowercase with underscores is the most common — and use it for every link.
- Medium decides the channel in Google Analytics 4. A site name such as facebook belongs in Source; putting it in Medium sends the visits to Unassigned.
- Never put email addresses, phone numbers or names in UTM tags. They end up in your analytics reports, which Google Analytics does not allow.
- Never add UTM tags to links between pages of your own site. They restart the session and credit the visit to your own campaign, wiping out the real source.
- Keep a simple sheet of the source, medium and campaign names your team uses, so the same campaign is not spelled three different ways.
- Long tagged links look untidy in posts. Put a short link or QR code in front of them; the tags still reach your analytics after the redirect.
Frequently asked questions
What are the essential UTM parameters?
Which UTM parameters are required?
Will UTM tags hurt my SEO?
What are fbclid and gclid, and is it safe to remove them?
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