Free tool · UTM builder
UTM builder: tag every link you share.
Paste a page address, pick a channel and get a tagged link that Google Analytics can credit to the right source.
Quick presets
Fill in the address and utm_source and your link appears here.
What it does
The builder adds UTM parameters to the address you paste: utm_source (where the visit comes from), utm_medium (the type of channel), utm_campaign (the promotion), and the optional utm_term and utm_content.
Presets fill source and medium for common channels: Instagram bio, Facebook post, email newsletter, Google Ads, TikTok, Pinterest and WhatsApp. With cleaning on, values become lowercase and spaces become hyphens, and the tool tells you what it changed. If the address already had UTM tags, the new ones replace them.
Everything runs in your browser. Your last 10 links are kept in this browser only, so you can copy them again later.
Why it matters
Without tags, a visit from your Instagram bio or a WhatsApp message often lands in Google Analytics as direct or unassigned traffic. You cannot tell which post, email or campaign sold anything.
UTM values are case sensitive in Google Analytics: "Instagram" and "instagram" show up as two different sources. One consistent naming habit, lowercase with hyphens, keeps your reports readable.
How to use the result
- Use the tagged link only where you share it: the bio, the post, the email button, the ad.
- Keep the same source and medium names every time, and change only the campaign.
- Use utm_content to tell apart two links in one campaign, for example two buttons in one email.
- In Google Analytics 4, open Reports > Acquisition > Traffic acquisition and switch the table to Session source / medium or Session campaign to see the results.
- Never tag links between pages of your own site. That restarts the visit's source and hides where it really came from.
Questions
What are UTM parameters?
Short labels added to the end of a link, like ?utm_source=instagram&utm_medium=social. Analytics tools read them to know where a visit came from. They do not change the page the link opens.
Which UTM parameters do I need?
utm_source, utm_medium and utm_campaign cover almost every case. utm_term and utm_content are optional: term is usually a paid search keyword, content tells two links in one campaign apart.
Should UTM values be lowercase?
Yes. Google Analytics treats values as case sensitive, so mixed case splits one source into several rows. Lowercase with hyphens instead of spaces is the safest habit.
Do I need UTM tags on Google Ads links?
Usually not. Google Ads can tag links on its own with auto-tagging when it is linked to Google Analytics. Manual tags help when auto-tagging is off or you want your own campaign names.
Do UTM tags hurt SEO?
Not when used on links you share outside your site. Keep them off internal links, and make sure your pages have a canonical tag so tagged copies of an address are not treated as separate pages.