UTM Builder
Build campaign links that report cleanly. This tool adds your UTM parameters and keeps their formatting consistent.
Why consistent UTMs matter
UTM values are case sensitive, so Email and email show up in reports as two different sources. Small differences like that split your data and make channels look weaker than they are.
This builder changes values to lowercase and replaces spaces with hyphens. Other query parameters already in your URL stay exactly as they are, and any old UTM values are replaced.
How to fill it in
Source says where the traffic came from, medium says what kind of traffic it is, and campaign names the promotion. Term and content are optional, and they're most useful for separating keywords and ad versions.
Agree on a naming list with your team, and use it every time. Don't add UTM parameters to links within your own site, because conversions can then be credited to your own link instead of the channel that brought the visitor.
Disclaimer
This tool is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
Is my information saved?
No. Your link is built in your browser, and it isn't sent to anyone.
Which UTM parameters are required?
Google Analytics recommends always including source, medium, and campaign, and this tool asks for all three. It also supports campaign ID and source platform, which help if you import cost data or compare platforms.
Do I need UTMs on Google Ads links?
Auto-tagging usually handles Google Ads traffic in Google Analytics. UTMs are still useful for email, social, and other platforms, and for tools that read them directly.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.