Free UTM Link Builder: Track Campaign Traffic
Free UTM link builder. Add utm_source, utm_medium and utm_campaign to any URL so your analytics show which emails, posts and ads bring visitors.
Your link
Fill in the website URL, source, medium and campaign to build your link.
Values are lowercased and spaces become hyphens, so reports do not split “Email” and “email”. Nothing you type leaves your browser.
What are UTM parameters?
UTM parameters are short tags added to the end of a URL, after a question mark. They look like ?utm_source=newsletter. Analytics tools such as Google Analytics read these tags when a visitor arrives and record where the visit came from. Without them, traffic from an email, a social post and a paid ad can all appear as generic referral or direct visits, so you cannot tell which effort worked.
The tags do not change the page. The visitor sees the same content, and the parameters are only read by analytics. This makes UTM links useful for any link you publish outside your own site: newsletters, social posts, partner listings, podcast notes and paid ads.
The five UTM fields
The builder asks for three required fields and two optional ones, plus an optional ID. Source, medium and campaign are enough for most reports. Add the others when you need to split results further.
| Parameter | What it answers | Example values | Required |
|---|---|---|---|
| utm_source | Where the visitor came from | newsletter, linkedin, partner-site | Yes |
| utm_medium | The type of channel | email, social, cpc, referral | Yes |
| utm_campaign | Which campaign or promotion the link belongs to | spring-launch, black-friday | Yes |
| utm_term | The paid keyword, for search ads | running-shoes | No |
| utm_content | Which link in a campaign was clicked | header-button, footer-text | No |
| utm_id | An ID from your ad platform or campaign tool | cmp-1842 | No |
How the builder formats your values
Before it adds a value to the link, the builder trims spaces at both ends, converts it to lowercase and replaces any run of spaces with a single hyphen. So Spring Launch becomes spring-launch, and Email becomes email. Analytics tools can show values with different capitalization as separate rows, so one consistent format keeps your reports clean.
If the URL you enter already has UTM tags, the builder replaces the values it manages with the ones you type. A field you leave empty removes its tag from the link, so an old utm_term does not carry over into a new campaign. The three required fields must be filled in before the builder shows a link.
Example: a newsletter link
Say you are sending a launch email that links to your spring page. Enter these values:
- Website URL:
https://example.com/spring - Campaign source:
newsletter - Campaign medium:
email - Campaign name:
Spring Launch
The builder produces this link, with the campaign name lowercased and hyphenated:
https://example.com/spring?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launchUse a different medium for each channel. A post on LinkedIn might use source linkedin and medium social, while a paid search ad might use source google and medium cpc. Keep the campaign name the same across channels so you can compare them in one report.
Where to use UTM links, and where not to
- Use them on links from outside your site. Email campaigns, social posts, partner pages, press mentions and paid ads are the places where tags are most useful.
- Do not use them on links inside your own site. A tagged internal link starts a new visit and replaces the original traffic source, so your analytics will credit the wrong channel. Use plain links on your own pages.
- Use a clear, shared vocabulary. Agree on source and medium names with your team, such as
emailandsocial, and stick to them. A shared list is more useful than a clever one. - Test the link before you publish it. Open it in a private window and check that the page loads and the parameters are still in the address bar.
Tagged URLs can also affect SEO. If you run the on-page SEO checker on a tagged URL, the canonical check will flag the difference from the clean page address. Test the clean URL when you audit a page.
Privacy
The builder runs entirely in your browser. The URL and campaign values you type are not sent to our servers, and you do not need an account. You can build as many links as you like.
How the UTM Link Builder works
- Enter the page you want to link to.
- Fill in source, medium and campaign. Term, content and ID are optional.
- Copy the finished link. Everything runs in your browser; nothing is sent to us.
Frequently asked questions
Question 1: Where do I see UTM data in Google Analytics?
In GA4, open Reports, then Acquisition, then Traffic acquisition. Source and medium appear as session source and session medium, and campaign appears as session campaign. New tags can take a few hours to show up in standard reports.
Question 2: Do UTM links hurt SEO?
Not when they are used only on external links. Search engines treat the clean URL as the page, and the canonical tag on your page should point to the untagged address. Avoid linking to tagged URLs from your own pages.
Question 3: Can I edit a link after I create it?
A link is just text, so you can change it at any time. Changing a campaign name splits that campaign into a new row in your reports, so keep the names stable once a campaign is live.
Question 4: Does the builder store my links?
No. It runs in your browser and nothing you type is sent to our servers. Copy the link and save it wherever you keep campaign notes.
Question 5: Is it free?
Yes. The builder is free and needs no signup.