Marketing tool

Campaign links that report properly.

Tag a URL for analytics without breaking an existing query string, and with the casing kept consistent so one campaign does not split into four rows in your reports.

Free, no sign-up
Nothing is uploaded
No watermark, no limits

UTM link builder

Free

Destination URL

Quick fill

Source required

Medium required

Campaign required

Term optional

Content optional

Consistency Force lowercase Spaces to hyphens

Tagged URL

Runs entirely in your browser. Nothing is uploaded.

Worth knowing

How to get this right.

01

Case sensitivity will fragment your reports
Analytics treats Facebook, facebook and FaceBook as three different sources. By the end of a quarter one campaign is spread across six rows and the totals are wrong. Forcing lowercase costs nothing and prevents it — which is why it is on by default here.
02

Only three of the five matter
Source, medium and campaign are what reports group by. Term is a holdover from manual keyword tagging and content is for distinguishing two versions of the same link. Fill the first three every time; use the others when you have a specific question they answer.
03

Never tag internal links
Putting UTM parameters on a link between two pages of your own site restarts the session and overwrites the original source. A visitor who arrived from Google and clicked your tagged internal banner is recorded as coming from the banner. Use them only on links arriving from outside.

Questions

About this tool.

What do the utm parameters actually do?

They are plain query parameters that analytics tools read to attribute a visit. They do nothing to your page and can be removed without breaking anything.

Will this break a URL that already has a query string?

No. The builder detects an existing "?" and joins with "&", and it keeps any #fragment at the end where it belongs — which is where most hand-built campaign URLs go wrong.

Do UTM parameters hurt SEO?

Only if the tagged URLs get indexed as duplicates of the clean one. A canonical tag on the page prevents that, which you should have anyway.

What should I put in medium?

The channel type, not the platform: cpc, email, social, paid_social, referral, affiliate, print. The platform name goes in source. Keeping to that split is what makes channel reports readable.

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