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UTM builder

Tag a link so Google Analytics shows exactly which post, email or bio sent the visit. Pick a preset, fill in the campaign and copy the result.

Presets

The page people land on, e.g. https://yoursite.com/offer

Where the click comes from: newsletter, instagram, linkedin

The type of channel: email, social, cpc, referral

The promotion or launch: spring-launch, webinar-may

Optional. Paid search keyword

Optional. Tells two links in the same campaign apart: bio, header-button

Your tagged link

https://yoursite.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launch

Everything runs in your browser. Nothing you type is sent anywhere.

What each UTM parameter means

  • utm_source: the site or list the click came from, like instagram, linkedin or newsletter.
  • utm_medium: the type of channel. Stick to words GA4 recognizes: social, email, cpc, referral, video.
  • utm_campaign: the launch, offer or month you're promoting, like spring-launch or webinar-may.
  • utm_content: tells two links in the same campaign apart, like bio and story, or header-button and footer-link.
  • utm_term: the keyword of a paid search ad. Most freelancers can leave it empty.

A naming system you won't regret

Analytics groups visits by the exact text of each tag, so Instagram, instagram and IG become three sources. Decide your words once, write them in a note, and always use lowercase with hyphens. The builder warns you about capital letters and spaces and fixes both with one click.

Put the platform in utm_source and the placement in utm_content. That way "all Instagram traffic" is one filter, and you can still see whether the bio or a story sent more people.

Where to put tagged links

Use UTM links anywhere outside your own site: social bios and posts, newsletters, email signatures, guest posts, podcast show notes, printed QR codes. Never on links between your own pages, because the tag replaces the source the visitor really came from. Long tagged links look messy in a bio or a printed flyer, so shorten them or turn them into a code with the free QR code generator.

IN SHORT

A UTM link is your normal URL with up to five tags added: utm_source (where the click comes from), utm_medium (the channel type), utm_campaign (the promotion), and the optional utm_term and utm_content. Google Analytics reads them and groups the visits. Values are case sensitive, so keep everything lowercase and use hyphens instead of spaces. This builder does that check for you and runs entirely in your browser.

Prices and limits as of .

Questions

What are UTM parameters?
Tags added to the end of a link (?utm_source=…&utm_medium=…) that tell analytics tools where a visit came from. They don't change the page; they only label the click.
Which UTM parameters are required?
Google Analytics recommends always setting utm_source, utm_medium and utm_campaign. Without them the visit shows as (not set) in reports. utm_term and utm_content are optional.
Are UTM parameters case sensitive?
Yes. Google's documentation says utm_source=google and utm_source=Google are different values, so they show up as two sources. Pick lowercase and stick to it.
What should I use as utm_medium for social media and email?
Use social for organic posts and bios, and email for newsletters. GA4's default channel groups recognize those words and file the visits under Organic Social and Email. A medium like newsletter or instagram ends up as Unassigned.
How do I track the link in my Instagram bio?
Use utm_source=instagram, utm_medium=social and utm_content=bio. Long tagged links look messy in a bio, so many people put a short link or a Link in Bio page in front of it.
Do UTM tags affect SEO?
Not when you use them on links you share in posts, emails and ads. Don't add them to links between pages of your own site: the tag replaces the source the visitor really came from.

Related calculators

Shorten the tagged link and count the clicks

SoloWOS Short Links has UTM fields built in, turns the long URL into a short one with a QR code, and counts clicks without tracking visitors. 14 days free, no card needed · Then Basic for $2/month.

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