Free UTM Builder

Add utm_source, utm_medium, and utm_campaign tags to any link so Google Analytics shows exactly which post, channel, or campaign sent each visitor. Built for social media managers and marketers.

Track all your campaigns following these steps

  1. 1Enter the website URL that you want your visitors to land on.
  2. 2Fill out all the required fields with your values.
  3. 3Copy and use your campaign URL with UTM parameters.
UTM Parameters

Fill out the required fields below. Your UTM URL will update automatically as you type.

Enter your website URL (e.g., https://mycompany.com)

Name your campaign (e.g., black-friday, product-launch)

How you're reaching people (e.g., social, email, paid-search)

Where specifically (e.g., facebook, newsletter, google-ads)

Differentiate similar links (e.g., banner-ad, text-link)

Keywords for paid search (e.g., marketing-automation, seo-tools)

Unique campaign identifier (e.g., 12345, campaign-001)

Here's your campaign URL

Fill out the form to generate your UTM URL

How to build a UTM link

  1. Paste the full landing page URL, including https://, into the website URL field.
  2. Fill in utm_campaign, utm_medium, and utm_source. These three are what Google Analytics uses to group your traffic.
  3. Optionally add utm_content to tell apart two links in the same campaign, utm_term for paid keywords, or utm_id if you import campaign data.
  4. Copy the generated URL and use it in your post, bio, email, or ad. Shorten it if the platform shows raw links.
  5. After a few days, open GA4 and check Reports > Acquisition > Traffic acquisition to see sessions and conversions by campaign.

What are UTM parameters?

UTM parameters are short tags added to the end of a URL, after a ?, that tell analytics tools where a visitor came from. When someone clicks example.com/pricing?utm_source=linkedin&utm_medium=social&utm_campaign=spring-sale, Google Analytics records the session as LinkedIn social traffic from the spring-sale campaign instead of lumping it into "referral" or "direct". Nothing changes for the visitor; the page loads the same.

UTM parameter reference

ParameterRequiredWhat it tracksExample values
utm_sourceYesWhere the traffic came frominstagram, linkedin, newsletter
utm_mediumYesThe type of channelsocial, email, paid-social, cpc
utm_campaignYesThe campaign or promotionspring-sale-2026, product-launch
utm_contentNoWhich link, post, or creative was clickedcarousel-v2, bio-link, header-cta
utm_termNoPaid search keyword or audiencesocial+media+scheduler
utm_idNoCampaign ID, used for GA4 data importscmp_0426

How should you tag social media links?

Use the network as the source and a consistent medium for everything organic. A simple convention that works for most teams:

  • Organic posts: utm_medium=social with utm_source set to the network (instagram, tiktok, linkedin, x, threads, bluesky).
  • Paid social: utm_medium=paid-socialso ad clicks don't inflate your organic numbers.
  • Link in bio: set utm_content=bio so profile traffic is separate from links in individual posts.
  • A/B creative: give each variant its own utm_content value to see which image or hook got the click.

UTM naming rules that keep reports clean

  • Use lowercase everywhere. UTM values are case-sensitive, so "Instagram" and "instagram" show up as two sources.
  • Use hyphens instead of spaces. Spaces get encoded as %20 or + and are easy to mistype.
  • Write your conventions down in a shared doc and reuse the same values instead of inventing new ones per post.
  • Never add UTMs to internal links on your own site. They overwrite the visitor's original traffic source in your reports.

Need a scannable version for print or packaging? Paste the tagged URL into the free QR code generator and use a source like flyer or packaging.

Tag every scheduled post without the spreadsheet

Schedulin schedules posts to every major network from one calendar, and its analytics show which posts actually drove clicks and engagement.

See Schedulin analytics

Frequently asked questions

What are UTM parameters and why should I use them?

UTM parameters are tracking codes you add to URLs to understand where your website traffic comes from. They help you measure the effectiveness of your marketing campaigns across different channels like social media, email, and paid ads.

How do UTM parameters work with analytics?

When someone clicks a UTM-tagged link, analytics tools like Google Analytics capture the UTM data and categorize the traffic. You can then see which campaigns, sources, and mediums are driving the most valuable visitors to your site.

Which UTM parameters are most important?

The three essential parameters are utm_campaign (your campaign name), utm_medium (how you're reaching people like 'social' or 'email'), and utm_source (where specifically like 'facebook' or 'newsletter'). utm_content and utm_term are optional but helpful for detailed tracking.

Can I use UTMs for social media posts?

Yes. Adding UTMs to your social media links is one of the best ways to track which platforms and posts drive traffic. You can see which social channels perform best and optimize your content strategy accordingly.

Do UTM parameters affect my website's SEO?

No, as long as your pages declare a canonical URL. A UTM-tagged link is technically a different URL, so a rel=canonical tag pointing at the clean URL tells search engines to consolidate them. Keep UTMs off internal links and out of your sitemap.

How should I name my UTM campaigns?

Use consistent, descriptive names that make sense to your team. For example: 'black-friday-2026', 'product-launch', or 'newsletter-weekly'. UTM values are case-sensitive, so stick to lowercase, and avoid spaces and special characters — use hyphens or underscores instead.

Can I track email marketing with UTMs?

Yes. Add UTMs to links in your email campaigns to see which emails drive the most clicks and conversions. This helps you optimize your email content and subject lines for better performance.

What's the difference between utm_source and utm_medium?

Think of utm_medium as the 'how' (social, email, paid-search) and utm_source as the 'where' (facebook, newsletter, google-ads). For example: medium='social' and source='instagram' tells you traffic came from Instagram social media.

Should I use UTMs for internal links?

Generally no - UTMs are for tracking external marketing efforts. Using them on internal navigation can create duplicate traffic data and confuse your analytics. Save UTMs for links you share outside your website.

How do I organize UTM data in Google Analytics?

In Google Analytics 4, open Reports > Acquisition > Traffic acquisition and switch the primary dimension to Session campaign, Session source / medium, or Session manual ad content. You can also build an Exploration to compare campaigns against conversions.

Can I track offline marketing with UTMs?

Yes. Create UTM-tagged URLs for QR codes, print ads, or business cards. Use descriptive sources like 'print-ad-magazine' or 'business-card' to track offline marketing effectiveness alongside your digital campaigns.