September 22, 2026
Google's Campaign URL Builder is the standard free tool for tagging campaign links with UTM parameters, and it's hard to beat on price — it's free and made by the company whose analytics tool actually reads the tags.
Google's tool covers the standard UTM fields — source, medium, campaign, term, content — and outputs a tagged URL, with no account needed. For most small businesses tagging a handful of social or email links, it does exactly what's needed, and it's the reference implementation this whole category of UTM parameter tool is built around.
SMBkits' UTM link builder covers the same core fields in a simpler, single-page form, designed to sit alongside the site's other small-business marketing tools — QR codes, review replies, LinkedIn post rewriting — rather than as a standalone utility buried inside Google's developer tools documentation, which is genuinely hard to find on a first search if you don't already know its exact name.
Neither tool saves your link history — both are meant for generating a tracking link maker result on the spot, not managing a library of past campaigns. If you need to keep a record of every UTM link you've ever generated, that's a feature neither free tool provides, and you'd be looking at a paid link-management platform instead.
If you're already deep in Google Analytics and want the tool from the same ecosystem, Google's builder is a reasonable default. If you want a quick, no-frills version without navigating Google's developer tools section, the SMBkits version does the same job.
| Feature | SMBkits | Google Campaign URL Builder |
|---|---|---|
| UTM fields covered | Source, medium, campaign, term, content | Same 5 fields |
| Where it lives | Alongside other SMB marketing tools | Inside Google's developer tools |
| Link history / management | Not included | Not included |
| Account required | No | No |
UTM parameters are tags added to the end of a URL that tell your analytics tool (like Google Analytics) where a visitor came from — which campaign, which platform, which specific post or email. Without them, that traffic just shows up as generic referral or direct traffic.
No — both SMBkits' UTM builder and Google's Campaign URL Builder generate a tagged link on the spot without saving a history. If you need a saved library of campaign links, that requires a paid link-management tool.
It lives inside Google's developer tools documentation rather than a standalone marketing product, under the name 'ga-dev-tools' — most people searching 'UTM builder' land on third-party tools first simply because Google's isn't optimized to be found that way.