A UTM builder appends tracking parameters to any URL so your analytics platform can identify exactly which campaign, channel, or ad drove each visitor. UTM parameters are the standard way to measure marketing ROI across Google Ads, Facebook, email, social media, and any other campaign channel.
Platform Presets
Campaign URL Builder
The page you want to drive traffic to
Who is sending traffic
Marketing channel type
Specific campaign or promotion
Paid search keywords
Differentiate ads or links
Your Campaign URL
QR Code
Recent URLs (this session)
How to Use This UTM Builder
A UTM builder saves you from manually appending tracking parameters to every campaign URL. Without UTM tags, Google Analytics groups most non-organic traffic into the unhelpful "direct / none" bucket — making it impossible to tell which campaigns are actually driving conversions. This tool creates properly encoded, analytics-ready URLs in seconds.
Step 1: Choose a Platform Preset (optional)
Click one of the platform presets — Google Ads, Facebook, Email, Twitter, or LinkedIn — to automatically fill in the standard utm_source and utm_medium values for that channel. This ensures your analytics reports use consistent naming conventions across all campaigns. You can always override the prefilled values.
Step 2: Enter Your Website URL
Paste the landing page URL you want to drive traffic to. This is the page where your ad, email link, or social post will send visitors. Make sure the URL is complete and includes the protocol (https://). If your landing page already has query parameters, the UTM builder will append the UTM parameters correctly using an ampersand.
Step 3: Fill in the Required UTM Parameters
The three required fields are source, medium, and campaign. Use lowercase and hyphens instead of spaces for cleaner analytics data. Campaign source identifies who is sending the traffic (google, facebook, newsletter). Campaign medium is the marketing channel type (cpc, email, social, organic). Campaign name is your specific campaign or promotion identifier (summer-sale-2026, product-launch).
Step 4: Add Optional Parameters
For paid search campaigns, add Campaign Term to track which keywords triggered your ad. For A/B testing or when you have multiple links pointing to the same page, add Campaign Content to differentiate between them — for example, "hero-banner" vs "sidebar-widget" or "cta-blue" vs "cta-green". These optional parameters give you granular insight in your analytics reports.
Step 5: Copy the URL and Download the QR Code
Once all required fields are filled, your UTM campaign URL appears instantly below the form with a parameter breakdown and a QR code. Click "Copy" to copy the full URL to your clipboard, or "Download QR" to save the QR code as an image for print materials, events, or packaging. The session history section tracks your recently built URLs so you can revisit them without rebuilding.
Frequently Asked Questions
Is this UTM builder free to use?
Yes, this UTM builder is completely free with no limits. You can generate as many tagged campaign URLs as you need without creating an account. All processing happens in your browser — no data is ever sent to a server.
Is my data safe when using this tool?
Absolutely. Everything runs in your browser using client-side JavaScript. Your website URLs, campaign names, and UTM parameters are never sent to any server or stored anywhere. Your recent URL history is stored only in your browser's sessionStorage and disappears when you close the tab.
What are UTM parameters and why do I need them?
UTM parameters are tags you append to a URL that tell Google Analytics (and other analytics tools) exactly where a visitor came from. The five parameters are utm_source (e.g., google), utm_medium (e.g., cpc), utm_campaign (e.g., summer-sale), utm_term (for paid keywords), and utm_content (for A/B testing). Without UTM tags, traffic often appears as 'direct' even when it came from a specific campaign.
What is the correct format for UTM parameter values?
Use lowercase, hyphens instead of spaces, and keep values concise (e.g., 'email-newsletter' not 'Email Newsletter'). Consistent naming conventions make your analytics reports easier to filter and compare. Avoid special characters other than hyphens and underscores. This builder automatically URL-encodes your values so spaces and special characters are handled correctly.
Which UTM parameters are required vs optional?
Only utm_source, utm_medium, and utm_campaign are required. utm_term is optional and typically used for paid search campaigns to track which keywords triggered the ad. utm_content is optional and used to differentiate between ads or links pointing to the same URL, such as different banner sizes or call-to-action buttons.
What do the platform presets (Google Ads, Facebook, etc.) fill in?
The presets automatically fill in utm_source and utm_medium with the standard values for each platform. For Google Ads: source=google, medium=cpc. For Facebook Ads: source=facebook, medium=cpc. For Email campaigns: source=newsletter, medium=email. For Twitter/X: source=twitter, medium=social. You still need to fill in your campaign name and other details.
Why is there a QR code with my UTM URL?
The QR code lets you use your tagged campaign URL in print materials, posters, event signage, or packaging. When someone scans it with their phone, the analytics will correctly attribute that visit to your campaign source and medium. This is especially useful for tracking offline-to-online conversions.
How do I track UTM parameters in Google Analytics 4?
In Google Analytics 4, UTM-tagged traffic automatically appears in Reports > Acquisition > Traffic acquisition. You can filter by Session source/medium or Session campaign to see exactly how each tagged link performed. For cross-channel attribution, UTM data also flows into the Attribution reports. No additional setup is required — GA4 reads UTM parameters from the URL automatically.