Free UTM Link Builder

Create UTM-tagged URLs to track your campaigns in Google Analytics, Matomo, or any analytics platform. Just fill in the fields below.

Build Your UTM URL

The full URL of your destination page
Identify the source: search engine, newsletter, etc.
Marketing medium: cpc, banner, email, etc.
Product, promo code, or slogan
Used for A/B testing and content-targeted ads
Identify the paid search keywords

What Are UTM Parameters?

UTM parameters (Urchin Tracking Module) are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics predecessor Urchin and are now supported by all major analytics platforms including Google Analytics 4, Matomo, Adobe Analytics, and Mixpanel.

The Five Standard UTM Parameters Explained

utm_source
Identifies which site or platform sent the traffic. Examples: google, facebook, newsletter, linkedin. This is the most important parameter and should always be included.
utm_medium
Identifies the marketing medium or channel. Examples: cpc (cost-per-click), email, social, organic, referral. Helps you understand which type of marketing is driving traffic.
utm_campaign
Identifies a specific product promotion or strategic campaign. Examples: spring_sale, free_trial, brand_awareness_q2. Lets you compare performance across campaigns.
utm_content
Used to differentiate similar content or links within the same ad. Commonly used for A/B testing. Examples: hero_banner, sidebar_cta, textlink.
utm_term
Identifies paid search keywords. If you're manually tagging paid keyword campaigns, use this parameter. Examples: running+shoes, best+crm+software.

How to Use This UTM Builder

  1. Enter your Website URL — the page you want users to land on.
  2. Fill in the UTM parameters relevant to your campaign. At minimum, use utm_source.
  3. The Generated URL appears automatically below the form.
  4. Click Copy URL and paste it into your ads, emails, or social media posts.

Best Practices for UTM Tagging

  • Be consistent with naming conventions. Use lowercase and underscores (e.g. spring_sale not Spring Sale).
  • Keep it simple. Use short, descriptive values you'll recognize later in your reports.
  • Don't use UTM parameters for internal links. They will override the original referrer and skew your data.
  • Document your UTM naming conventions in a shared spreadsheet so your whole team stays aligned.
  • Test your tagged URL before distributing it to make sure it loads the correct page.

Frequently Asked Questions

Do UTM parameters affect SEO?

No. UTM parameters are used for campaign tracking and do not directly affect search engine rankings. However, it's best practice to use canonical tags on your landing pages to prevent analytics-tagged URLs from being indexed as duplicate content.

Can I use UTM parameters with Google Ads?

Yes, though Google Ads has its own auto-tagging feature (GCLID). Manual UTM tagging is useful when you want unified tracking across multiple analytics platforms or when using non-Google ad networks.

How do I view UTM data in Google Analytics?

In Google Analytics 4, navigate to Acquisition → Traffic acquisition and select the "Session source / medium" dimension. Your UTM-tagged traffic will appear with the values you set.

Is this UTM Builder free to use?

Yes! This tool is completely free with no usage limits. No sign-up required. Build as many UTM links as you need for your marketing campaigns.