Free UTM builder
Use this free UTM builder to add campaign tags to any link, so Google Analytics shows which email, post or ad sent each visitor.
Printing it? Make a QR code from the tagged link with the free QR code generator.
Use this tool free
Tell us who you are and the tool opens straight away, along with every other free tool and template on this device. We'll email you when we add new ones.
How it works
The page on your site you want people to land on.
Pick a quick start or type the source, medium and campaign.
Visits from the link show up under that source and campaign in your analytics.
What the builder adds
?utm_source=…&utm_medium=…&utm_campaign=…- Optional:
&utm_content=…and&utm_term=…
Other parameters already on the link are kept, any old UTM tags are replaced, and a #section at the end stays at the end.
Why use a UTM builder?
Without tags, most visits from email, WhatsApp and Instagram show up in your analytics as "direct" or as one lump of "social". You can't tell whether the newsletter or the Instagram bio brought people in. A UTM builder adds a few tags to the end of the link so each visit is labelled with where it came from. This free UTM builder keeps the tags tidy and consistent, which matters more than anything else.
A simple naming system
Pick your words once and stick to them. A small business rarely needs more than this:
- Source: the place, in lower case. instagram, facebook, linkedin, whatsapp, newsletter, google, qr.
- Medium: the type of channel. social, email, paid-social, print, referral.
- Campaign: what you're promoting, with a month if it repeats. spring-offer, open-day-2026-10, new-price-list.
- Content: only when one place has two links, for example header-button and footer-link in the same email.
Examples
- Newsletter link to a new service:
?utm_source=newsletter&utm_medium=email&utm_campaign=new-service - Instagram bio link:
?utm_source=instagram&utm_medium=social&utm_campaign=bio - QR code on a flyer:
?utm_source=qr&utm_medium=print&utm_campaign=autumn-flyer
Common mistakes
- Mixing capitals. "Email", "email" and "e-mail" become three rows in your report.
- Tagging internal links. Links from one page of your site to another shouldn't carry UTM tags.
- Using the long link where it shows. In a bio or a printed flyer, use a short link or a QR code that points to the tagged address.
- Not writing it down. Keep a simple list of the campaigns you've tagged, so next month's links match this month's.
Questions
What are UTM parameters?
Small tags added to the end of a link, such as ?utm_source=instagram&utm_medium=social. They do not change the page. They tell your analytics tool, such as Google Analytics, where the visitor came from.
Which UTM tags do I need?
Source, medium and campaign cover almost everything. Source is the site or list (instagram, newsletter), medium is the type of channel (social, email), and campaign is your own name for the promotion (spring-offer).
Should UTM values be lower case?
Yes. Analytics tools treat "Instagram" and "instagram" as two different sources, which splits your numbers. Keep "Tidy the values" switched on and the builder writes everything in lower case with dashes instead of spaces.
Can I use UTM links on my own website?
Avoid it. Tagging links from one page of your site to another starts a new visit in some analytics tools and hides where people really came from. Use UTM tags on links that point to your site from somewhere else.
Where do I see the results?
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition, and set the table to Session source / medium or Session campaign. Other analytics tools have a similar campaigns report.
Are UTM links bad for SEO?
No, as long as your pages have a canonical tag pointing to the clean address, which most website builders add for you. Search engines then treat the tagged and untagged links as the same page.
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