UTM Link Builder

How to use the UTM Link Builder

1. Paste the address of the page people should land on. Existing query parameters and anchors are kept.
2. Fill in the three required fields: source (where the visit comes from), medium (the type of channel) and campaign name.
3. Optionally add a term for paid keywords, content to tell apart two links in the same message, and a campaign ID if your analytics setup uses one.
4. Keep Convert values to lower case ticked unless you have a reason not to. Analytics tools treat “Email” and “email” as different values, which splits your reports.
5. Select Build link and copy the result. Each link you build is added to a table you can download as CSV for your campaign records.

Example: two buttons in one newsletter

A newsletter links to the same sale page from a banner and from a text link. Using the same source, medium and campaign but different content values lets you see which one people clicked:

https://www.example.com/sale/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale_2026&utm_content=banner
https://www.example.com/sale/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale_2026&utm_content=text_link

If the destination already had ?ref=home#offers, the builder would keep ref=home, add the UTM parameters after it and put #offers back at the very end, where it must be for the link to work.

What UTM parameters do

When someone clicks a link in an email or a social post, analytics tools often cannot tell where the visit came from. Email clients and apps usually do not pass on a referrer. UTM parameters solve this by writing the campaign details into the link itself; analytics tools read them when the page loads and attribute the visit accordingly.

Keep a naming convention

UTM data is only as useful as it is consistent. If one colleague uses Facebook, another facebook.com and a third fb, your reports show three sources. Agree on a short list of approved values, use lower case, avoid spaces, and record every link you create — the CSV export from this tool is a simple way to do that.

In Google Analytics 4, the medium value also decides which default channel group a visit falls into. For example, email is grouped as Email and cpc as Paid Search when the source is a search engine, so standard medium names make your channel reports more accurate.

When not to use UTM links

Do not add UTM parameters to links between pages on your own site. Doing so starts a new session in many analytics tools and overwrites the visitor’s original source. Also avoid them on links where the platform already supplies tracking automatically, such as Google Ads with auto-tagging enabled.

Limitations to keep in mind

• UTM parameters only work if your site runs an analytics tool that reads them, such as Google Analytics, Matomo or Plausible.
• Parameters are visible to anyone who sees the link and can be removed or edited by people sharing it.
• Some pages or redirect services strip query parameters. Click the finished link once and check that the parameters survive to the final page.
• The session list is not saved. Download the CSV before you close the page if you need a record.

How your data is handled

Links are built in your browser. The destination address and campaign values are not sent to any server, and the session list disappears when you close or reload the page.

Frequently asked questions