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UTM Link Builder

Build tracking URLs with utm_source, utm_medium, utm_campaign parameters. See exactly where your traffic comes from in analytics.

Runs entirely in your browser. Nothing is sent to our servers.

The base URL where your link should go. Existing query parameters will be preserved.
Where the traffic came from. utm_source.
Marketing channel type. utm_medium.
The specific campaign or promotion. utm_campaign. Use hyphens, not spaces.
Paid search keyword. utm_term. Skip for non-search traffic.
Differentiate variants of the same campaign (A/B tests, link positions). utm_content.
Recommended. Analytics treats Newsletter and newsletter as different sources.
Hyphens are the convention; spaces become + or %20 which makes reporting messy.
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About this tool

Builds tracking URLs with UTM parameters so you can see in Google Analytics (or Plausible, Matomo, Fathom, etc.) exactly where each visit came from. Essential when you're running campaigns across email, social media, paid ads, and partner sites.

The five UTM parameters

  • utm_source — the platform or site sending the traffic. Examples: newsletter, twitter, linkedin, google.
  • utm_medium — the marketing channel type. Examples: email, social, cpc (paid search), organic, referral.
  • utm_campaign — the specific campaign name. Examples: spring-launch-2026, black-friday, partner-iguides.
  • utm_term — paid search keyword. Optional, used mainly for Google Ads.
  • utm_content — differentiates link variants in the same campaign. Examples: header-cta, footer-link, variant-a.

Why consistency matters

Analytics platforms treat UTM values as case-sensitive strings. If you use Newsletter in one link and newsletter in another, they'll show up as two separate sources in reports — making it harder to see your true newsletter performance. Pick a convention (lowercase-and-hyphens is standard) and stick to it.

What this tool doesn't do

It doesn't shorten links — that needs a service like Bitly or your own redirector. It doesn't store or send the URLs anywhere — everything happens in your browser. It doesn't validate that the destination URL actually exists; that's on you.

Frequently asked questions

Why are my Twitter and twitter.com showing as different sources?
Because they're different strings. The tool encourages a single canonical lowercase form (use twitter not Twitter or twitter.com). Pick one and use it everywhere — even better, make yourself a cheat-sheet of your standard sources/mediums.
What's the difference between utm_source and utm_medium?
Source is "where specifically"; medium is "what kind of channel". So source=newsletter, medium=email means "the email channel, specifically the newsletter". Or source=twitter, medium=social = "the social channel, specifically Twitter". This lets you compare all-social vs all-email at the medium level.
Should I add UTMs to internal links on my own site?
No. UTMs reset the session and break attribution. If a visitor arrives via a newsletter UTM, then clicks an internal link that has its own UTM, Google Analytics will record a new session starting from the internal link — losing the original source. Only UTM external-incoming links.
Are UTMs case-sensitive?
The parameter names (utm_source) are conventionally lowercase. The values are case-sensitive — Google Analytics will treat Newsletter and newsletter as different. That's why we recommend the lowercase toggle.
What if my URL already has query parameters?
They're preserved. The tool adds UTM parameters with & if the URL already has a ?, or with ? if it doesn't. Existing UTM parameters in the URL get overwritten by what you enter in the form.

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Last updated: May 21, 2026