UTM Link Builder
Build campaign URLs with UTM parameters — presets for Google, Facebook, email, plus naming-hygiene checks.
Written by Anil Gautam · Updated
How does the UTM builder assemble the link?
Paste a landing page URL and the tool adds https:// if you leave the scheme out. It then adds each UTM field you filled, in the order source, medium, campaign, term and content, and skips the empty ones. No link appears until utm_source has a value, because that is the one field the builder requires. Parameters already on the URL are kept, and an existing utm_ parameter with the same name is replaced, which is handy when you reuse an old campaign link. Everything happens in your browser.
Paste example.com/pricing#plans, tap Newsletter and type Spring Sale as the campaign. You get https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=Spring+Sale#plans. The tags sit before the #plans anchor, which matters because Google Analytics reads campaign tags from the query string. A plus sign has replaced the space, and both warnings appear, one for the capital letters and one for the space. Change the campaign to spring_sale and the link ends in utm_campaign=spring_sale#plans with no warnings.
Which preset fits my campaign?
The six presets fill only source and medium. Google Ads sets google and cpc, Newsletter sets newsletter and email, YouTube sets youtube and video, and Facebook, Instagram and LinkedIn set their own name as the source with social as the medium. Campaign, term and content keep whatever you typed, and the preset that matches the current source and medium is highlighted.
The social presets suit unpaid posts. In the default channel groups of Google Analytics 4, a medium of social counts as Organic Social, so for paid Facebook, Instagram or LinkedIn ads change the medium to something like paid_social, which lands in Paid Social. Use utm_content to separate two ads or two links in the same email, for example hero_button and footer_link.
What do the naming warnings check?
Every field is checked for capital letters and for spaces inside the value. The builder trims spaces at the edges but otherwise leaves your values as typed, so fix anything it flags yourself. A short written list of approved sources and mediums, shared with everyone who builds links, stops the same channel turning up under several spellings.
A link shortener keeps the tags, because it redirects to the full URL you gave it. Keep UTM tags off links between pages of your own site, since they replace the visitor's real source in your reports. For a poster or flyer, put the finished link into QR Code Generator, and use URL Encode/Decode when you need to read a tagged link someone else built.