UTM Link Builder

Build campaign URLs with UTM parameters for Google Analytics and other analytics tools. Enter the page URL plus source, medium and campaign (and optionally term and content) to get a correctly encoded link. Existing query parameters and the #fragment are kept, and the page is never visited.

This tool runs entirely in your browser.

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How to use the UTM Link Builder

1Paste the page you want to send people to, for example https://example.com/sale.
2Fill in campaign source (where the visit comes from, e.g. newsletter), medium (the channel, e.g. email) and campaign name (e.g. spring_sale). Term and content are optional.
3Copy the finished URL and use it in your email, ad or post. Reset clears the form for the next link.

What is the UTM Link Builder?

UTM parameters are five standard query-string tags — utm_source, utm_medium, utm_campaign, utm_term and utm_content — that analytics tools such as Google Analytics read to attribute a visit to a campaign. A link like https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale tells your reports that the visitor came from the spring sale newsletter.

The values are case-sensitive in most analytics tools, so “Email” and “email” appear as two different mediums. Pick a naming convention — lowercase words joined with underscores or dashes is common — and use it everywhere. This builder encodes special characters, keeps any parameters and #fragments already in the URL, and replaces a UTM tag that is already present instead of adding a duplicate.

In-depth guide

How to Build UTM Links That Keep Campaign Reports Clean →

Frequently asked questions

Which UTM parameters are required?

Google Analytics needs utm_source, utm_medium and utm_campaign to attribute a visit properly. utm_term (paid search keyword) and utm_content (to tell apart links in the same ad or email) are optional.

What happens to parameters already in my URL?

They are kept in their original order and the UTM tags are added after them. If the URL already contains a UTM tag that you fill in, the old value is replaced and the tool tells you so. A #fragment stays at the end, where browsers expect it.

Should I use UTM tags on links within my own site?

No. A UTM tag on an internal link replaces the visit’s real traffic source in your reports, so the original campaign loses the credit. Use them only on links from outside your site — emails, ads, social posts, QR codes.

Does the tool visit or check my URL?

No. The link is assembled in your browser with the built-in URL API; nothing is requested from the destination or sent anywhere.

Is the UTM Link Builder free and private?

Yes. The UTM Link Builder is free, needs no account, and runs entirely in your browser. What you type is never sent to a server or stored.

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