UTM builder
UTM tags are short labels added to the end of a link: utm_source says where the visitor came from, utm_medium the type of channel and utm_campaign the campaign name. Your analytics tool (such as Google Analytics) reads them and shows which ad, newsletter or post brought visitors and sales.
The link is built in your browser. To improve the tool and prevent abuse, the address and values you enter and the resulting link are stored and deleted after 180 days.
Let's review the result together
Tags only help if your measurement setup records them correctly. We can review your ad and analytics setup with you.
- 01
What does each field do?
Three fields are required. Source (utm_source) is the platform name: google, facebook, newsletter. Medium (utm_medium) is the channel type: cpc for paid search, paid_social for paid social, email for newsletters. Campaign (utm_campaign) is your campaign name: summer_sale. Term (utm_term) and content (utm_content) are optional; use them to tell two ads or two buttons in the same campaign apart.
- 02
The most common mistakes
Analytics tools treat upper and lower case as different: Facebook and facebook become two sources and your numbers split. Spaces show up as %20. Special characters can break in some dashboards. Adding UTM to internal links is also wrong: it overwrites the visitor's real source. This tool flags these mistakes as you type.
- 03
Do Google Ads and Meta ads need UTM?
If Google Ads is linked to Google Analytics, auto-tagging (gclid) is usually enough; UTM is not required but still helps to separate campaigns in other tools. For Meta, TikTok, LinkedIn, email and QR codes, visitors without UTM mostly show up as generic social or direct traffic.
- 04
Set up a naming convention
Keep a short table so the whole team writes tags the same way: source names, medium values and a campaign naming pattern (e.g. 2026-10_autumn_sale). Use lowercase and underscores. Link shorteners keep UTM tags; before printing a QR code, open the link once and check that it appears in your analytics.
Frequently asked questions
What the tool checks, what it cannot check and how to use the result.
Do UTM tags affect SEO?
No, not when used in external channels (ads, email, social). Do not add UTM to internal links or your sitemap; it creates several addresses for the same page and loses the visitor's real source.
Which fields are required?
utm_source, utm_medium and utm_campaign. Google Analytics 4 uses these three to place visitors into channel groups (paid search, paid social, email…); utm_term and utm_content are optional.
Is the address I type stored anywhere?
Yes. The link is built in your browser; to improve the tool and prevent abuse, the address and values you enter and the resulting link are stored and deleted after 180 days. Your IP address itself is not stored, only a one-way hash; details are in the Privacy Policy.
The tagged link looks long, is that a problem?
Usually not for the person clicking. For print and QR codes you can use a link shortener; it keeps the UTM tags when redirecting. Open the link once before publishing to check it.
Related pages
More free tools, related guides and services.
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