UTM Link Builder
Build campaign tracking links for Google Analytics. Handles existing query strings and fragments correctly, and nothing leaves your browser.
Destination URL
Paste the full link including any parameters it already has. You can leave off https:// and it will be added.
Channel preset
Campaign parameters
Where the traffic comes from. A specific site or product name, not a category.
The type of channel. This is the field GA4 uses to sort traffic into channels.
The specific promotion or push these links belong to.
Paid keyword. Leave empty unless you are tagging a search ad manually.
Tells two links in the same campaign apart, such as a header and a footer button.
Optional identifier that ties the link to a campaign row in your ad platform.
Formatting
Analytics treats Facebook and facebook as two different sources. Leaving this on keeps one campaign in one row.
Pick one and stay consistent. spring_sale and spring-sale are two separate campaigns in every report you will ever run.
Your tagged link
Enter a destination URL above and the tagged link appears here.
FAQs
What is a UTM link?
It is an ordinary link with extra parameters bolted onto the end, starting with utm_. Those parameters do nothing to the page itself. Analytics tools read them and use them to say where a visitor came from, so instead of a pile of traffic labelled Direct you get to see that forty people arrived from the March newsletter.
Which UTM parameters are actually required?
Source, medium and campaign. Google Analytics needs those three to attribute a visit properly, and a link missing medium in particular tends to land in Unassigned. Term and content are optional and most people never need term at all outside manual search ad tagging.
Are UTM parameters case sensitive?
Yes, and this catches almost everyone eventually. Facebook and facebook become two separate rows in your source report, splitting one campaign's numbers across both. That is why this builder lowercases everything by default. Leave that on unless you have a specific reason not to.
Can I add UTM tags to a URL that already has a query string?
Yes. Paste the whole thing, including its existing parameters, and the builder merges the tags in properly rather than appending a second question mark. Anything already on the link is preserved. If the link already carried a utm_ parameter of the same name, it gets replaced instead of duplicated, since a repeated key leaves analytics reading whichever copy it happens to pick first.
What happens to the # part of my link?
It stays at the end, which is where it has to be. Everything after a # is never sent to the server, so a link like example.com/page#pricing?utm_source=x is invisible to analytics. The builder places the tags before the fragment automatically.
Should I use spaces in UTM values?
No. A raw space becomes %20 and makes the link ugly and easy to break when it is copied through chat apps. Underscores are the common convention and the default here. Hyphens are equally fine as long as you pick one and stay consistent, because spring_sale and spring-sale are two different campaigns as far as your reports are concerned.
What is the difference between social and paid_social?
Organic versus paid. A post you published goes under social, a post you put money behind goes under paid_social, and keeping them apart is what lets you work out whether the ad spend did anything. GA4 sorts them into different channel groups based on this field alone.
Will UTM tags hurt my SEO?
Not if the pages you are tagging have a self-referencing canonical tag, which most modern sites do. The tagged URL is a separate address from Google's point of view, and the canonical is what tells it they are the same page. Never put UTM tags on internal links between your own pages, though, because that restarts the session attribution and overwrites the original source of the visit.
Is anything I type here sent anywhere?
No. The link is assembled in your browser with JavaScript and nothing is transmitted. Your recent links are stored in your own browser only, and clearing them removes them for good.
How do I shorten the finished link?
Tagged links get long, which is a problem in a bio or on print. Run the finished URL through our URL shortener, or turn it straight into a QR code if it is going on packaging or signage. Both are linked underneath the result.