Free UTM Link Builder
This free UTM link builder adds tracking parameters to a web address so Google Analytics can show which email, ad, post or QR code sent each visitor. Enter the page URL with a source, medium and campaign name, and you get a ready-to-use link. It suits marketers who run several campaigns and want clean, consistent reports.
UTM Link Builder
Generators and Converters
About this tool
UTM parameters are short tags added to the end of a URL. When someone clicks the link, Google Analytics reads utm_source (where the visit came from, such as newsletter or facebook), utm_medium (the channel type, such as email, cpc or social) and utm_campaign (the name of the push, such as diwali_sale). Two optional tags, utm_term and utm_content, record the paid keyword and which ad or button was clicked.
Enter your page address and at least the three main values. The builder keeps any query string that is already on the URL, keeps the #fragment at the end, replaces older utm_ tags instead of duplicating them, and percent-encodes special characters. The tidy option turns every value into lower case and swaps spaces for underscores, because Analytics treats Email and email as two different sources and splits your numbers.
Use UTM links for traffic you control: emails, social posts, ads, QR codes, partner banners. Do not add them to links between pages of your own site, because that overwrites the original source of the visit and breaks attribution. Keep a shared naming list for your team, and remember the tags are visible to anyone who clicks, so never put names, emails or other personal data in them.
Frequently asked questions
Which UTM parameters are required?
Google Analytics works best with three: utm_source, utm_medium and utm_campaign. Without the medium, visits often fall into the wrong channel group, and without the campaign you cannot compare pushes. utm_term and utm_content are optional extras for paid keywords and for telling apart two links inside the same campaign.
Should UTM values be lower case?
Yes. Analytics is case sensitive, so Facebook, facebook and FACEBOOK appear as three separate rows in your reports. Pick lower case, use underscores or hyphens instead of spaces, and write the choices in a shared sheet so everyone on the team tags links the same way. The tidy option here does this for you.
Can I use UTM links on my own website pages?
No. A UTM tag on an internal link starts a new session and replaces the real source, so organic or ad visits get credited to your own page. Use UTM links only where the click comes from outside your site, such as emails, social posts, ads, QR codes and links on partner sites.
Do UTM tags hurt SEO?
They do not hurt rankings on their own, but they create extra URLs for the same page. A correct canonical tag pointing to the clean address tells search engines to treat them as one page, and most CMS themes add it by default. Check yours, and avoid putting UTM links in places search engines crawl, such as your own navigation.
Can I track a QR code with UTM tags?
Yes. Build the link here with utm_source=qr and a medium such as print or packaging, then paste the finished link into the QR code generator on this site. Each scan opens the tagged address, and Analytics reports those visits as their own source, so you can see how well each printed placement performs.