Free tool
UTM builder
Create a link with UTM parameters so Google Analytics shows exactly where your visitors came from.
Quick presets
Fill in the URL, source, medium and campaign name.
What UTM parameters are for
UTM parameters are short tags at the end of a link. Google Analytics uses them to tell which campaign, newsletter or post a visit came from. Without them, many visits end up lumped in with direct traffic or referrals from other sites.
What each field means
- utm_source – where the visit came from, e.g. facebook, newsletter, flyer.
- utm_medium – the type of channel, e.g. paid_social, email, qr.
- utm_campaign – the campaign name, e.g. christmas-2026.
- utm_term and utm_content – optional, to tell keywords or ad variants apart.
Rules that save you a mess
- Write everything in lower case and use hyphens instead of spaces.
- Agree on the same names in your team, e.g. always “facebook”, not “fb” one day and “Facebook” the next.
- Google Ads tags links automatically, so you do not need UTM there.
- Never add UTM to links between pages of your own website.
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