A UTM builder adds tracking tags to a link so your analytics can tell exactly where each visitor came from. Paste your page URL, set the source and medium, name the campaign, and copy the tracked link. Always set source and medium, keep the naming consistent, and only use UTMs on campaign links, never internal ones. This runs in your browser and stores nothing.
Why consistent naming is the whole game
UTMs only help if you name them the same way every time. Analytics sees Email, email and E-mail as three separate channels, so one careless capital letter splits your data and makes a channel look weaker than it is. Pick a convention, all lower case, hyphens instead of spaces, and stick to it. This tool cleans your entries for you, so the reports stay tidy no matter who builds the link.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
Where UTMs belong and where they do not
Use UTMs on the links you share in campaigns: emails, social posts, paid ads and partnerships. Do not put them on the links between your own pages, because that overwrites the real source of the visit and pollutes your reports. Keep them for the moment someone arrives from outside, which is exactly what you want to measure.
More free tools
Browse the rest of my free tools, all free and running in your browser.
Frequently asked questions
What is a UTM and why do I need one?
A UTM is a set of tags added to the end of a link so your analytics can tell where a visitor came from. Without them, a lot of traffic lands in a vague direct or other bucket. With them, you can see that this sale came from your newsletter and that one from a specific Instagram post.
Which UTM parameters should I always use?
Always set source and medium, for example source newsletter and medium email. Add campaign to group a push together, for example spring-launch. Term and content are optional and mostly used for paid ads and for telling two links in the same email apart.
Does the order or capitalisation matter?
Order does not matter, but consistency does. Analytics treats Email and email as two different mediums, which splits your data. This tool lower-cases everything for you so your reports stay clean.
Will UTMs slow my page or affect SEO?
No. UTMs are just tags on the end of a URL for your own analytics and they do not affect your ranking. Use them on campaign links, not on the internal links between your own pages, where they can confuse your reports.
Where do I see the results?
In your analytics tool, usually under a campaigns or traffic acquisition report. Give it a little time after people start clicking, then you can compare which source, medium and campaign brought the most visits and the most conversions.
