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UTM Builder
Build campaign links with UTM parameters for Google Analytics: presets, consistent formatting, bulk links, editing tagged links and a QR code.
UTM parameters are short tags added to a link that tell Google Analytics and other analytics tools where a visitor came from: which website or app, which kind of channel and which campaign. The UTM Builder adds them correctly. Enter the page address, pick a preset such as Newsletter or Facebook or type your own source, medium and campaign, and copy the tagged link.
Values are cleaned for consistent reports: lower case, with spaces turned into hyphens or underscores. The link's own parameters and #fragment are kept, old UTM tags are replaced, and you can paste an already tagged link to edit it. Tag many links at once in bulk mode, and show a QR code of the link for posters and print.
How to use UTM Builder
- Enter the page address, or paste a tagged link to edit it.
- Pick a preset or fill in source, medium and campaign; add term, content and ID if you need them.
- Choose lower case and how spaces are written.
- Copy the tagged link, or show its QR code for print.
Features
- All six UTM fields: source, medium, campaign, term, content and id.
- Presets: Google Ads, Facebook, Instagram, LinkedIn, X, Newsletter, QR code / print.
- Lower case and space handling for clean, consistent reports.
- Keeps existing parameters and the #fragment; replaces old UTM tags.
- Paste a tagged link to read and edit its values.
- Bulk mode: tag many links with the same campaign.
- Warnings for missing fields and non-standard mediums.
- QR code of the tagged link with SVG download.
The UTM parameters
Source, medium and campaign should be on every tagged link; the others are optional.
| Parameter | Answers | Examples |
|---|---|---|
| utm_source | Which site, app or list sent the visitor? | google, newsletter, facebook, partner-blog |
| utm_medium | What kind of channel? | cpc, email, social, paid_social, display, affiliate, print |
| utm_campaign | Which promotion? | spring-sale, product-launch, black-friday-2026 |
| utm_term | Which paid keyword? | running-shoes |
| utm_content | Which ad or link in the message? | header-button, banner-b |
| utm_id | Which campaign ID (for cost data imports)? | abc123 |
Example
For the page https://example.com/shoes?color=red#top in a spring newsletter, with source newsletter, medium email and campaign Spring Sale, the builder produces https://example.com/shoes?color=red&utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale#top. The existing color parameter and the #top fragment are kept, and Spring Sale becomes spring-sale so it matches other links of the same campaign.
Keep your naming consistent
Analytics tools treat every different spelling as a different value, so Email, email and e-mail become three rows in your reports. Agree on a short list of sources and mediums with your team, always use lower case, and choose either hyphens or underscores for spaces. GA4 sorts traffic into default channel groups such as Email, Paid Social or Organic Social using the medium (and sometimes the source), so standard mediums like email, cpc, social and paid_social make your reports clearer. A medium GA4 doesn't recognise may end up as Unassigned.
When not to use UTM tags
Don't add UTM parameters to links between pages of your own website: a visitor who clicks one starts a new session with the tagged source, and the real origin of their visit is lost. Use them only on links placed elsewhere, such as ads, emails, social posts, partner sites, QR codes and offline material. Google Ads can tag links automatically with auto-tagging, so manual UTM tags are mainly for the other channels.
Frequently asked questions
What is a UTM link?
A normal link with utm_source, utm_medium and utm_campaign parameters added, so analytics tools can report which campaign brought the visitor.
Which UTM parameters are required?
Analytics works best with source, medium and campaign on every link. Term, content and id are optional.
Do UTM parameters affect SEO?
No. Search engines ignore them for ranking. Avoid them on internal links, though, because they distort your analytics sessions.
Should UTM values be lower case?
Yes. Analytics is case-sensitive, so mixed case splits the same campaign into several rows. Lower case is on by default.
Can I tag many links at once?
Yes. Choose Many links, paste one address per line, and every link gets the same UTM values.
Can I edit an existing UTM link?
Yes. Paste the tagged link into the page address box; its UTM values move into the fields and the address is cleaned.
Is my link sent anywhere?
No. The link and the QR code are created in your browser.