UTM Builder

What is a UTM builder?

UTM parameters are short tags added to the end of a link, such as utm_source=newsletter and utm_medium=email. When someone clicks the link, analytics tools like Google Analytics 4, Matomo and many others read these tags and record where the visit came from. Without them, traffic from emails, PDFs, QR codes and many social apps often shows up as “direct”, and you cannot tell which campaign worked. A UTM builder adds the tags for you in the right format, so every link is consistent and correctly encoded.

How to build a tracked URL

1. Paste the page address you want to send people to.
2. Pick a channel preset such as Google Ads, Facebook, Instagram or Email to fill source and medium, or type your own.
3. Add a campaign name, for example spring_sale.
4. Optionally add a term for paid keywords and content to tell ads or links apart.
5. Click Build URL, then copy the tagged link into your ad, post or email.

The five UTM parameters

• utm_source: where the traffic comes from, such as google, facebook or newsletter. Required.
• utm_medium: the type of channel, such as cpc, email, social or affiliate.
• utm_campaign: the name of the promotion or campaign.
• utm_term: the paid search keyword, if any.
• utm_content: a label to compare versions, such as banner_a and banner_b.

Features of this builder

• Channel presets for common ads, social, email, QR code and affiliate links.
• Keeps existing parameters already in your URL and the #anchor at the end.
• Replaces old UTM values instead of adding duplicates.
• Correct encoding of spaces, ampersands and other special characters.
• Lowercase and underscore options for tidy, consistent reports.
• History of your last 10 links, saved only in your own browser.

Tips for clean campaign data

Analytics tools treat “Facebook” and “facebook” as two different sources, so pick one naming style and stick to it; the lowercase option helps. Use the standard mediums your analytics tool expects, such as cpc, email and social, so traffic lands in the right default channel group. Never add UTM tags to internal links on your own site, because they overwrite the original source of the visit. Keep a simple spreadsheet of campaign names so everyone on your team uses the same ones.