UTM Link Builder
Build correctly tagged campaign URLs, one at a time or as a batch you can copy together.
How to use it
- Paste the destination URL - the page you are sending people to.
- Fill in source (where the link lives, e.g. newsletter), medium (the channel type, e.g. email) and a campaign name.
- Copy the tagged URL, or click Add to list to build several and copy them all at once.
- Use consistent lowercase values so your reports stay clean.
What it does, and what it does not
It does: build correctly encoded UTM links, warn when you mix upper and lower case (which splits your reports), and let you assemble a batch of links and copy or download them together.
It does not: shorten the links or track clicks. UTMs are read by your analytics - Google Analytics, Plausible and others - once someone lands on the tagged URL.
Reference
UTM parameters are tags you add to a URL so your analytics can tell where a visit came from. Without them, traffic from your email, a social post and a paid ad can all collapse into vague buckets like "direct" or "referral". With them, you see exactly which campaign, channel and even which button drove each session and conversion. They are the backbone of honest marketing measurement.
There are five parameters, and three matter most. utm_source is where the link lives - newsletter, google, linkedin. utm_medium is the type of channel - email, cpc, social. utm_campaign names the initiative - spring_sale_2026. The two optional ones, utm_term and utm_content, capture a keyword or which specific link or creative was clicked, which is handy for A/B testing two buttons in the same email. This tool encodes the values correctly so spaces and symbols do not break the URL.
The discipline that makes UTMs useful is consistency, and the biggest trap is case. Analytics tools treat values as case-sensitive, so Email, email and EMAIL become three separate rows in your report, fragmenting what should be one number. Pick a convention - lowercase, underscores between words - and stick to it across every link, which is why this tool warns you when a value is not lowercase. A few more rules: never put UTMs on internal links between pages of your own site, because they overwrite the original source and corrupt your data; only tag inbound links from outside. Keep a shared spreadsheet of your naming conventions so a team stays aligned. Tag consistently and your reports finally tell you which marketing actually works.
Questions
Which parameters do I really need?
Source, medium and campaign. Term and content are optional and useful for keywords or A/B testing specific links. This tool only adds the ones you fill in.
Why does case matter?
Analytics treats values as case-sensitive, so "Email" and "email" become two separate rows and split your numbers. Use lowercase everywhere. The tool warns you when a value is not lowercase.
Should I UTM-tag internal links?
No. Never put UTMs on links between pages of your own site - they overwrite the original traffic source and corrupt your reports. Only tag inbound links from outside your site.
Do UTMs affect SEO?
They are for measurement, not ranking. Keep them off internal links, and set og:url and canonicals to the clean URL so shares and indexing consolidate to one version.
Are my links sent anywhere?
No. They are assembled in your browser. Nothing is uploaded or logged.