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UTM Link Builder

Paste the page address, fill in source, medium and campaign, and copy the UTM-tagged link, so your analytics shows which email, post or ad sent each visitor. Values are lower-cased with hyphens by default to keep reports clean. Save links to a history in this browser, export them as CSV, or download a QR code.

Runs entirely in your browser

Updated

How to use the UTM Link Builder

  1. 1Paste the page address you are linking to.
  2. 2Fill in source, medium and campaign — pick a suggestion or type your own.
  3. 3Copy the tagged link, or save it to your history.
  4. 4Download a QR code for printed material, or export your saved links as a CSV file.

How it works

UTM parameters are ordinary query-string values — utm_source, utm_medium and utm_campaign, plus optional utm_id, utm_term and utm_content — that analytics tools such as Google Analytics read when a visitor arrives. They do not change the page; they label the visit, so traffic from a newsletter link is reported separately from the same page shared on LinkedIn.

Analytics treats the values as case-sensitive text, so “Newsletter”, “newsletter” and “news letter” become three different sources in your reports. The builder lower-cases values and swaps spaces for hyphens by default, and flags anything inconsistent. It keeps the page's existing query parameters and any #section anchor, and places the tags where browsers expect them.

Saved links are stored in this browser's local storage, not on a server: they stay on this device, and clearing your browser data removes them. Export them as CSV to keep a record or share the list with your team.

QR codes are generated in your browser from the tagged link with a medium level of error correction, which tolerates small scuffs on print. Give each printed item its own utm_content value, such as poster or flyer, to compare them.

Tips and common mistakes

  • Agree on a naming scheme — lower case, hyphens, the same source names every time — and keep to it.
  • Use utm_content to tell apart two links in the same campaign, such as a poster and a flyer.
  • For printed material, download the QR code rather than expecting people to type a long tagged link.
  • Never tag links between pages of your own site; it overwrites where visitors really came from.

Frequently asked questions

Which UTM parameters are required?
None are technically required, but source, medium and campaign are the three campaign reports rely on. Leave one out and those visits show “(not set)” in its place.
Should UTM values be lower-case?
Yes. Analytics tools treat Email and email as different values, which splits your data. Choose lower-case with hyphens or underscores and use it consistently.
Can I use UTM tags on links within my own website?
No. When a visitor clicks a UTM link on your own site, analytics records the internal campaign as the source of the visit, overwriting where the visitor really came from. Use UTM tags only on links that point to your site from elsewhere.
Is my link history private?
It is kept in your browser's local storage on this device and is never sent to a server. It is not synced between devices or browsers.
What is the difference between source and medium?
Source is where the visitor came from, such as newsletter or facebook. Medium is the type of channel, such as email, social or cpc for paid ads.
Do UTM tags hurt SEO?
They are meant for links you share elsewhere, not for links inside your own site. Pages should declare their plain address as the canonical URL, so tagged versions are treated as the same page.
Can I turn a tagged link into a QR code?
Yes. Download a QR code for any link you build, ready for posters and flyers.
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