Marketing and branding · Free
UTM link builder
Tag the links in your newsletters, social posts and QR codes so Google Analytics can tell you where your visits and customers come from.
Presets
Your link
Fill in the address, source, medium and campaign.
Guide
What UTM links are for
Without UTMs, Google Analytics lumps together visits from your newsletter, from a WhatsApp message and from someone who had your site bookmarked. With UTMs you know exactly which send, post or poster with a QR code brought in each visit and each lead.
Keep the naming simple and consistent
Always use the same names. A suggestion: source = the specific place (newsletter, linkedin, instagram, qr); medium = channel type (email, social, cpc, offline); campaign = the action and date (january-sale-2026).
Write it down in a sheet shared with your team. Three people with three different conventions turn reports into a mess.
How it works
- Paste the address of the page you want to link to.
- Pick a preset or fill in source, medium and campaign.
- Copy the link and use it in your campaign.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a link (?utm_source=…&utm_medium=, etc.) so Google Analytics and other tools know where each visit came from. They do not change the page the link opens.
What is the difference between source and medium?
Source is who sends the visit (newsletter, linkedin, google); medium is the type of channel (email, social, cpc). Campaign groups everything related to one specific push, such as "january-sale".
Should I use capital letters?
No. Analytics treats "LinkedIn" and "linkedin" as different values. This tool lowercases everything and turns spaces into hyphens to avoid that.
Can I use UTMs on internal links?
It is not recommended: each internal click would start a new session and you would lose the real origin of the visit. Only use them on links pointing to your site from elsewhere.
Do you do this every day?
If you merge documents, prepare invoices or copy data between programs every day, that can be automated, and it's what we do.