UTM Builder
Add campaign tags to any link, then get a version for every platform so your analytics shows where each visit came from.
Free. No account. Runs in your browser.
Make values lowercase
Your result
Add the page you want people to land on.
The five UTM parameters
Three are needed for a link analytics tools can group. Two are optional.
- utm_source
- Where the click comes from: linkedin, newsletter, x
- utm_medium
- The kind of channel: social, email, referral
- utm_campaign
- The launch, offer, or edition the link promotes
- utm_content
- Optional. Tells two links in one post or email apart
- utm_term
- Optional. Mostly used for paid search keywords
Consistent tags are the whole point
Analytics tools group visits by the exact text of each tag, so LinkedIn and linkedin become two sources. Keep values lowercase, reuse the same campaign name everywhere, and use the medium to separate social from email. UTM tags record where a visit came from; they do not show that the post caused a purchase.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a link that tell analytics tools where a visit came from. utm_source, utm_medium, and utm_campaign are the three to always include.
Do UTM links hurt SEO or reach?
They do not change the page. Some platforms show the full link, so a shortener or a link in bio keeps posts tidy.
What happens if my link already has UTM tags?
The builder replaces them with your new values and tells you which ones it replaced, so one link never carries two campaigns.