Free tool · Google Analytics 4 ready
UTM Link Builder
Create campaign links that show exactly which ad, post or email brought each visitor.
Tracking the clicks?
Send them to a page built to convert.
Tagged traffic is only worth it if the page it lands on turns visitors into leads. I design fast landing pages built around a single goal, with analytics set up properly.
How to use UTM links
- Paste the page you want people to land on.
- Pick a preset or fill in source, medium and campaign.
- Copy the link and use it in your ad, post, email or QR code.
- See the results in Google Analytics 4 under Reports → Acquisition → Traffic acquisition, using the "Session campaign" or "Session source / medium" dimension.
UTM naming tips
- Be consistent: decide on names once (for example always "facebook", never "fb") and share them with your team.
- Use hyphens, not spaces, and keep everything lowercase.
- Use utm_content to compare versions of the same ad, like two images or two buttons.
- Tag every outside link you control: social bios, email signatures, newsletters, partner sites and printed QR codes.
Frequently asked questions
What are UTM parameters?
Short tags added to the end of a link, like ?utm_source=facebook&utm_medium=paid_social. When someone clicks it, Google Analytics records exactly which campaign, platform and ad sent them.
Which UTM fields are required?
Source (where the traffic comes from, like facebook or newsletter), medium (the type, like email or cpc) and campaign (your name for the promotion). Term and content are optional, for keywords and ad variations.
Why does capitalisation matter?
Google Analytics treats "Facebook" and "facebook" as two different sources, splitting your reports. Keep everything lowercase, which this tool does automatically.
Should I use UTM tags on Google Ads?
Usually not. Google Ads auto-tagging (the gclid parameter) gives Google Analytics richer data automatically. Use UTMs for everything else: social, email, other ad networks, QR codes and partner links.
Can I use UTM links for internal links on my own site?
No. Tagging links between your own pages starts a new session in Google Analytics and overwrites the real source of the visit. Only use UTMs on links from outside your site.
Which medium values should I use?
Use the ones Google Analytics 4 recognises, so traffic lands in the right channel: cpc or paid_social for paid ads, social for organic posts, email for newsletters, referral for partner sites, display for banner ads, and affiliate for affiliates.
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