Free UTM Link Builder for Marketing Campaigns
Add source, medium, and campaign tags to any link so you can see exactly where your traffic and sales are coming from in Google Analytics.
Example result
- You enter
- Destination URL
- https://example.com/spring-sale
- Source
- newsletter
- Medium
- Campaign
- spring-sale
- You get
- Result
- https://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale
Fictional numbers, to show how the result is laid out.
How it works
UTM parameters are just extra tags appended to a URL — utm_source, utm_medium, and utm_campaign — that don't change where the link goes but do show up as data in Google Analytics and most other analytics tools. Without them, traffic from an Instagram bio link, a newsletter, and a paid ad can all get lumped together as generic "referral" or "direct" traffic, which makes it impossible to tell which channel is actually driving results.
The three fields are meant to answer three different questions: source is where the click came from (instagram, newsletter), medium is what kind of channel that is (social, email, cpc), and campaign is which specific push it belongs to (spring-sale, product-launch). Keep the naming consistent across links — "Instagram" and "instagram" will show up as two separate sources in most analytics tools, splitting data that should have been combined.
A worked example: https://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale tags a link so your analytics can credit the visit to an email newsletter and a named campaign. Google's analytics help says to always use source, medium and campaign.
Pick lowercase names and keep to them, because the values are case sensitive and Newsletter and newsletter would appear as two separate sources. Test each link before you publish it.
Who uses this
| Business type | How it's used |
|---|---|
| Restaurants & cafes | Tag a link in an Instagram bio versus a local newsletter to see which brings in more reservations. |
| Flower shops | Track clicks from a holiday email blast separately from a Facebook ad promoting the same sale. |
| Salons & barbershops | Tag a booking link shared on Instagram Stories versus Google Business Profile to see which drives more bookings. |
| E-commerce sellers | Track which influencer or affiliate link actually drives sales versus just clicks. |
| Marketing agencies & freelancers | Tag campaign links consistently across clients for reporting in Google Analytics. |
| Bakeries & coffee shops | Tag a link in a loyalty app push versus an Instagram post promoting the same seasonal drink. |
| Gyms & fitness studios | Tag a trial-membership link shared on Facebook versus a local flyer's QR code. |
Frequently asked questions
Q.What's the difference between source, medium, and campaign?
Source is where the traffic comes from (e.g. instagram, newsletter), medium is the type of channel (social, email, cpc), and campaign is the specific promotion or initiative (spring-sale, product-launch). Together they let Google Analytics group and compare your traffic.
Q.Do UTM parameters affect SEO or page functionality?
No — they're purely for analytics tracking and don't change how the page behaves. Just avoid using UTM-tagged links as the canonical link you share everywhere, since they'll show as separate URLs in some tools.
Q.Is this the same as a UTM maker, UTM tag maker, or campaign URL builder?
Yes — UTM link builder, UTM maker, UTM tag generator, and campaign URL builder all describe the same kind of tool: one that appends tracking parameters to a URL. This one is free, requires no sign-up, and covers the standard source/medium/campaign/term/content fields.
Sources
- Google Analytics Help: URL builders, collect campaign data with custom URLs: the UTM parameters, which ones to always use, and that values are case sensitive