It appends the five standard utm_ parameters to your URL, correctly encoded and with any existing tags on the pasted URL replaced rather than duplicated. Only fields you fill in are added — an empty term or content field doesn't leave a stray utm_term= behind. Source and medium are required because Google Analytics won't attribute the visit to the campaign without both. Everything runs in your browser; nothing you type is sent anywhere.
UTM Link Builder
Fill in the campaign fields to build a tracking URL Google Analytics can attribute — with the mistakes that silently break reports caught as you type.
Where the traffic comes from
The channel type
The specific promotion or push
Paid keyword, if any
Which link or ad variant
How this builder works
Frequently asked questions
What's the difference between source and medium?
Source is the specific place the click came from — 'newsletter', 'facebook', 'google', 'partner-blog'. Medium is the type of channel — 'email', 'social', 'cpc', 'referral'. A Facebook ad is source=facebook, medium=cpc; a Facebook post you published for free is source=facebook, medium=social. Google Analytics groups reports by medium first, so getting that one right matters most.
Why does it warn about capital letters?
UTM values are case-sensitive in Google Analytics. 'Newsletter' and 'newsletter' show up as two separate sources, splitting the same campaign's numbers across two rows. Keeping everything lowercase (and using underscores or hyphens instead of spaces) is the convention that avoids this.
Should I use UTM tags on links inside my own site?
No — and this is a common mistake. A UTM-tagged internal link starts a brand-new session and overwrites the visitor's real original source with whatever you tagged, so a visitor who arrived from Google and clicked your tagged homepage banner now looks like they came from 'homepage_banner'. UTM tags are for links that bring people to your site from somewhere else.
Does GA4 still read UTM parameters?
Yes. GA4 reads all five classic parameters and adds a few more (utm_id, utm_source_platform, utm_creative_format, utm_marketing_tactic), but source, medium, and campaign remain the ones that drive its default acquisition reports. Links built here work identically in Universal Analytics, GA4, and most other analytics tools, which all adopted the same convention.