Free tool
UTM link builder
Add a small tag to a link, and Google Analytics can tell you exactly which campaign, post or newsletter every visit to your site came from.
- No sign-up
- No cost
- Your data stays in your browser
Build a campaign link
Where the link should go. Addresses that already have parameters are fine.
Quick pick
Fills in source and medium for the platform. You can change them after.
Where visitors come from: facebook, google, newsletter…
The kind of traffic: cpc, social, email, sms…
A name that helps you spot the campaign in reports.
Mostly for Google campaigns.
To tell apart ads or links within the same campaign.
To build a link, add: address, source, medium, campaign name
What each parameter means
- utm_source
- The source: the site, network or list visitors came from. For example facebook, google, newsletter.
- utm_medium
- The kind of traffic: paid (cpc, paid_social), organic (social), email, sms.
- utm_campaign
- The campaign or promotion name, so all of its links group together.
- utm_term
- The keyword behind the click. Mostly useful for Google campaigns.
- utm_content
- Tells apart ads, banners or buttons that lead to the same place.
- Where do the results show up?
- In Google Analytics 4, open the Traffic acquisition report and pick Session source / medium to see source and medium, or Session campaign to see your campaigns.
- Pick fixed names and use them in every campaign: facebook the same way every time, not Facebook once and fb the next.
- Don't put UTM tags on internal links within your own site. They overwrite where the visit really came from.
- Google Ads clicks are tagged automatically once your Ads account is linked to Analytics.
Free tools
More tools worth a look
Next step
Want campaigns you can actually measure?
We run paid campaigns and connect them to analytics, so you know exactly what brings in customers. Tell us about your business and we'll reply within one business day.