UTM Link Builder: clean, consistent campaign links
Tag your links so your analytics tells you which channel, campaign and ad really brought each visitor. Build one link, or tag a whole list at once, without the typos and inconsistent naming that split your reports.
Free for everyone to use, no sign-up. Nothing you type leaves your browser.
How to name your parameters
Source is who sends the traffic (google, linkedin, newsletter), medium is the type of channel (cpc, email, social) and campaign is the initiative (spring_sale_2026). Optional term carries a paid keyword and content distinguishes ads or links that point to the same page.
Consistency matters more than any particular scheme: pick a convention (lowercase, underscores or hyphens, no spaces), write it down, and use it for every link. Otherwise Email, email and e-mail show up as three different channels in your reports.
Use UTM tags only on links that bring people to your site from outside. On internal links they can overwrite the original source of a visit.
How the link is built
Your existing query parameters and #anchor are kept as written. If the URL already contains one of the utm parameters you fill in, it is replaced, and you are told. Values are trimmed, and with the recommended option turned on they are lowercased and spaces become underscores. Values are then percent-encoded, so characters such as &, = and accented letters cannot break the link. The domain is lowercased by the URL standard; the path keeps its case.
Limits: this tool builds links; it does not check that a page exists, shorten links, or store your naming history. Test one tagged link and confirm it appears correctly in your analytics before you send it to thousands of people.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a URL, such as utm_source, utm_medium and utm_campaign. Analytics tools read them to tell you which source, channel and campaign each visit came from.
Which UTM parameters are required?
In practice utm_source, utm_medium and utm_campaign should always be set. utm_term (paid keywords) and utm_content (to tell apart ads or links pointing to the same page) are optional.
Are UTM parameters case-sensitive?
Yes. In Google Analytics, Email and email are reported as two different values. Choose one convention, usually all lowercase with underscores or hyphens, and use it everywhere.
Should I use UTM parameters on links inside my own website?
No. UTM tags on internal links can start a new session and overwrite the original source of the visit. Use them only on links that bring people to your site from outside.
Do UTM parameters hurt SEO?
They do not change your content, and search engines are generally good at treating tagged URLs as the same page, especially when the page sets a canonical URL. Avoid tagging links that you expect search engines to crawl.