Free UTM Builder
This UTM builder adds utm_source, utm_medium, utm_campaign and optional utm_term and utm_content parameters to any URL, so Google Analytics and other analytics tools can attribute the visit to the right campaign. Enter the destination and campaign values, then copy the encoded link or turn it into a QR code. It is free, needs no signup and runs in your browser.
Build a Tracking URL
Enter the campaign values exactly as you want them reported in analytics.
Add a valid destination and the required UTM values.
How to Use the UTM Builder
- Paste the full destination URL, including https://.
- Enter the campaign source, such as newsletter, linkedin or partner_site.
- Enter the campaign medium, such as email, social, cpc or qr.
- Enter a campaign name, such as spring_launch.
- Optionally add a term for a paid keyword and content to tell two links or creatives apart.
- Click Build Tracking URL, then copy the link or create a QR code.
Test the final destination
Open the generated link and confirm that the page loads, existing query parameters remain intact and the campaign values appear correctly in your analytics real-time report.
The Five UTM Parameters Explained
| Parameter | Answers | Example |
|---|---|---|
| utm_source | Which site, platform or list sent the visit | newsletter, linkedin, google |
| utm_medium | Which marketing channel it was | email, social, cpc, qr |
| utm_campaign | Which campaign or promotion it belongs to | spring_launch |
| utm_term | Which paid keyword triggered it (optional) | crm_software |
| utm_content | Which creative or link variation was clicked (optional) | header_button |
Source and medium together decide how Google Analytics groups the visit into a channel, so a consistent medium value matters most. Use the standard values your analytics tool recognizes, such as email, social, cpc and referral, rather than inventing new ones per campaign.
UTM Tracking in Google Analytics 4
GA4 reads the UTM tags on the landing page URL and reports them as session source, session medium and session campaign, with utm_term and utm_content available as manual term and manual ad content. Open the Traffic acquisition report and switch the primary dimension to session campaign to see the results of each tagged link.
Use a consistent naming convention
Choose lowercase source, medium and campaign values your team can recognize, and separate words with underscores or hyphens consistently. Keep a shared sheet of approved values, because one capital letter or a stray space creates a separate row in every report.
Where UTM links help most
Tag links in email newsletters, organic and paid social posts, partner and affiliate placements, podcast show notes and printed material. For print and events, the built-in QR code turns the tagged URL into a scannable image, so offline traffic appears in analytics under its own campaign.
Measure the traffic you tag
Once tagged visits arrive, compare campaigns with the conversion rate calculator and judge paid campaigns with the ROAS calculator.
UTM Builder FAQs
What are UTM parameters?
UTM parameters are tags added to the end of a URL, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch. When someone clicks the link, analytics tools read the tags and attribute the visit to that source, medium and campaign instead of lumping it into direct or referral traffic.
Which UTM parameters are required?
This builder requires utm_source, utm_medium and utm_campaign, the three that Google Analytics uses to group traffic into sources and campaigns. utm_term and utm_content are optional and are left out of the URL when you leave them blank.
How do I build a UTM link for Google Analytics 4?
Enter the full destination URL, then a source (where the traffic comes from), a medium (the marketing channel) and a campaign name. Click Build Tracking URL and copy the result. In GA4 the values appear as session source, session medium and session campaign once visits arrive.
Are UTM values case sensitive?
Yes. Google Analytics treats Email and email as two different mediums, which splits your reports. Use lowercase for every value and agree a naming convention with your team.
Should I add UTM parameters to Google Ads links?
If Google Ads auto-tagging is turned on and the account is linked to Google Analytics, campaign data arrives through the gclid parameter, so manual UTM tags are usually unnecessary. UTM links are most useful for email, social posts, partners, QR codes and other channels without automatic tagging.
Should I use UTM links on internal links?
No. Tagging links between pages of your own site starts a new campaign attribution mid-visit and overwrites the original source. Use UTM parameters only on links that bring people to your site from somewhere else.
Does this UTM generator keep existing URL parameters?
Yes. The builder uses the browser URL API, which keeps any query parameters already on the destination, encodes spaces and special characters, and replaces any UTM values that were already present.
Does the QR code send my URL elsewhere?
No. The QR image is created in your browser with a bundled QR library, and you can download it as a PNG.