UTM Link Builder
Build tagged campaign URLs with encoded utm_source, utm_medium, and utm_campaign parameters.
About the UTM Builder
The UTM Link Builder turns any web address into a fully tagged campaign URL that analytics platforms can track. It takes your landing page and the standard UTM parameters — source, medium, campaign, and the optional term and content fields — and stitches them into one clean, properly encoded link you can drop into an ad, an email, a social post, or a QR code. The URL is assembled live as you type, so you always see exactly what you're about to share.
UTM parameters are the small tags Google Analytics, GA4, and most marketing tools read to answer the question every marketer cares about: "Where did this visitor actually come from?" Without them, traffic often collapses into a vague "direct" or "referral" bucket. With them, you can tell a Facebook ad apart from a Facebook profile link, a spring newsletter from an autumn one, or a header banner from a footer link — all pointing at the same page. Consistent, correctly encoded tags are what make campaign reporting trustworthy.
This builder handles the fiddly parts for you. Spaces, ampersands, and other special characters are percent-encoded so they don't break the URL, and the tool appends parameters with a ? or & depending on whether your landing page already has a query string. Everything runs in your browser — nothing you enter is sent anywhere.
How to use
- Paste your website URL into the first field. Include the full address with
http://orhttps://, for examplehttps://example.com/landing. Any query string already on the URL is kept and your UTM tags are added after it. - Fill in the three required tags. Campaign Source (
utm_source) is the referrer such asgoogleornewsletter; Campaign Medium (utm_medium) is the channel such ascpc,email, orsocial; Campaign Name (utm_campaign) identifies the promotion, such asspring_sale. - Add optional tags if you need them. Campaign Term (
utm_term) records paid keywords, and Campaign Content (utm_content) distinguishes similar links or ad variants — handy for A/B tests. Leave them blank and they're simply omitted. - Watch the tagged URL update below the fields. If a required field is empty or the URL isn't valid, you'll see a short hint instead of a link so you know what to fix.
- Copy the finished link with the Copy URL button and paste it into your ad platform, email tool, or scheduler. Use Clear to start a fresh link.
A quick tip: keep your values lowercase and consistent. Analytics tools treat Email and email as two different mediums, which fragments your reports. Pick a convention and reuse it across campaigns.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a URL — utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Analytics platforms like GA4 read them to attribute a visit to a specific campaign, channel, and referrer, so you can measure which marketing efforts actually drive traffic and conversions.
Which fields are required?
Source, medium, and campaign are required because they form the backbone of campaign reporting. Term and content are optional and used for finer detail, such as paid-search keywords or telling two versions of the same link apart. The builder won't produce a URL until the three required fields and a valid landing page are filled in.
Why are some characters changed in my link?
Values are percent-encoded so the URL stays valid. A space becomes %20, an ampersand becomes %26, and so on. This prevents special characters from prematurely ending a parameter or breaking the link when it's clicked, while analytics tools decode the values back to their original text.
Does it work if my URL already has a query string?
Yes. If your landing page already contains a ? — for example https://example.com/?ref=home — the builder appends UTM tags with an & instead of adding a second ?. If there's no existing query string, it starts one with ?. Either way the resulting link is well-formed.
Is my data sent to a server?
No. The entire tool runs locally in your browser using JavaScript. Your URLs and parameter values are never uploaded, stored, or logged — close the tab and nothing is retained. That makes it safe for internal or unreleased landing pages.
Should UTM values be lowercase?
It's strongly recommended. Analytics platforms are case-sensitive, so CPC and cpc count as separate mediums and split your data across rows. Adopting a lowercase, no-spaces convention keeps campaign reports clean and comparable over time.