Quick answer
Enter the landing page URL, fill in utm_source, utm_medium and utm_campaign, optionally utm_term and utm_content, then press “Copy”. Presets for Facebook, TikTok, Google Ads, email and more fill in source and medium for you. The tool warns about capital letters, spaces and missing parameters before you use the link.
What is a UTM link?
UTM parameters are “utm_…=value” pairs added to a link so that Google Analytics (GA4) and other analytics tools know where a visit came from: which social post, which email, which printed QR code. Without them, many visits from messaging apps end up as “Direct” and you can't tell which campaign worked. This builder adds the parameters correctly, keeps any existing query parameters and anchors, and remembers the links you create in your browser.
How to build a UTM link
- 1
Paste the landing page URL (https:// is added if missing). If you paste a link that already has UTM tags, the fields are filled in so you can edit them.
- 2
Click a preset or type utm_source and utm_medium yourself, then give the campaign a name in utm_campaign.
- 3
Add utm_term (paid keyword) and utm_content (to tell banners, buttons or posts apart) if you need them.
- 4
Check any warnings, then press “Copy”; the link is saved under “Recent links” in this browser. Use “Open” to make sure the landing page works.
The five UTM parameters
| Parameter | Answers | Example | Required |
|---|---|---|---|
| utm_source | Where did the visit come from? | facebook, google, newsletter | Yes |
| utm_medium | Through what kind of channel? | social, paid_social, cpc, email, qr | Yes |
| utm_campaign | Which campaign? | black_friday, spring_launch_2027 | Yes |
| utm_term | Which paid keyword? | running-shoes, water-filter | No |
| utm_content | Which ad or placement was clicked? | header-banner, buy-button, video-15s | No |
Swipe sideways to see the whole table →
GA4 uses source and medium to sort visits into its default channel groups (Organic Social, Paid Search, Email…), so stick to conventional mediums such as social, cpc and email.
Suggested source / medium by channel
| Channel | utm_source | utm_medium |
|---|---|---|
| Organic Facebook post | social | |
| Facebook ads | paid_social | |
| Messaging app (e.g. Zalo, WhatsApp) | zalo / whatsapp | social |
| TikTok | tiktok | social |
| Google Ads search | cpc | |
| Email newsletter | newsletter | |
| QR code on a flyer or packaging | flyer (or the item's name) | qr |
Examples
A sale announced on your Facebook page
https://shop.example/sale + facebook / social / black_friday → https://shop.example/sale?utm_source=facebook&utm_medium=social&utm_campaign=black_friday. In GA4, open Reports > Acquisition > Traffic acquisition to see that post's visits.
Two banners in one email
Keep source, medium and campaign the same and set utm_content=top-banner or utm_content=footer-button to see which placement gets more clicks.
A QR code on packaging
Build a link with utm_medium=qr and utm_source=product-box, then paste it into the QR Code Generator: scans are counted separately instead of disappearing into “Direct”.
Common problems
- Writing “Facebook” sometimes and “facebook” other times.
- GA4 is case-sensitive, so these become two sources. Stick to lowercase; the tool warns when it sees capitals.
- Spaces in values.
- Spaces are encoded as %20, making links long and ugly. Use hyphens or underscores, e.g. black_friday.
- Adding UTM tags to internal links on your own site.
- Clicking an internal link with UTM tags starts a new session source in GA4 and corrupts your reports. Only tag links placed outside your website.
- Renaming a campaign halfway through.
- Reports split into two rows. Agree on a naming convention first (e.g. name_month_year) and keep it for the whole campaign.
- The link is too long to post.
- UTM tags make links longer, but tracking still works if you shorten the link or put it in a QR code.
A naming convention keeps reports tidy
UTM values work best in lowercase, without accents or spaces, using hyphens or underscores. Write the convention down in a shared sheet so everyone on the team tags links the same way.
- utm_source: the platform or placement (facebook, newsletter, partner-name).
- utm_medium: the channel type GA4 understands (social, paid_social, cpc, email, referral, qr, affiliate).
- utm_campaign: the campaign name with a date (black_friday_2026, product-a-launch).
- utm_content: variants within a campaign (image-1, video-15s, top-banner).
Glossary
- UTM
- Urchin Tracking Module: parameters added to a URL so analytics tools know where a visit came from.
- Source
- Where the visit came from, e.g. facebook, google, newsletter.
- Medium
- The type of channel, e.g. social, cpc, email.
- Default channel group
- How GA4 automatically buckets visits into Organic Search, Paid Social, Email and so on, based on source and medium.
- Direct
- Visits with no known source, often untagged links opened inside apps.
Frequently asked questions
Do UTM tags slow pages down or hurt SEO?
They don't affect speed. For SEO, only tag links placed elsewhere, and make sure your pages have a canonical tag so tagged URLs aren't treated as separate pages.
Do I need all five parameters?
Fill in utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional.
What if the URL already has parameters (?id=12)?
The tool keeps existing parameters and the #anchor, and only adds or replaces the utm_* ones.
Where is the link history stored?
Only in your current browser (localStorage), up to 10 links, never on a server. Use “Clear history” to delete it.
Where do I see the results in GA4?
Reports > Acquisition > Traffic acquisition, using the Session source / medium or Session campaign dimension.
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