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UTM Builder

Add utm_ parameters to your links without typos or inconsistent casing, one link at a time or in bulk from a list.

Privacy and cost

This tool runs in your browser. What you type or paste is not sent to our servers and it costs nothing to use.

How it works

  1. Paste the destination URL, then fill in source, medium and campaign name (term, content and ID are optional).
  2. Pick a preset to fill source and medium, and keep lowercasing switched on.
  3. Copy the tagged URL. In bulk mode paste one URL per line; each line can also override source, medium or campaign.

Example

https://www.example.com/offers with source "Newsletter", medium "Email" and campaign "Spring Sale" gives https://www.example.com/offers?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale: three values lowercased and the space replaced by an underscore.

What the result means

UTM parameters tell Google Analytics where a visit came from. Values are case-sensitive: "Email" and "email" show up as two rows in reports. A steady convention (lowercase, words joined with _) keeps the data readable.

Common problems this tool helps with

  • The same source written several ways (Facebook, facebook, FB) splits reports into separate rows.
  • Spaces or characters such as & and # break the parameter unless they are encoded.
  • UTMs on your site's internal links overwrite the real source of the visit.
  • A missing utm_source, medium or campaign leaves the campaign badly categorized in reports.

Frequently asked questions

Which UTM parameters are required?

Google Analytics expects at least utm_source, utm_medium and utm_campaign. utm_term, utm_content and utm_id are optional.

Should UTM values be lowercase?

It is recommended: values are case-sensitive in reports, so casing variants create duplicate rows.

Can I use UTMs on internal links?

Avoid it: it starts a new session and hides the real traffic source. Keep UTMs for links that lead to your site from outside.

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