UTM Builder

How to use UTM Builder

1. 1

   Paste the page URL you want to promote — it is validated as you type.

2. 2

   Fill in utm_source, utm_medium and utm_campaign; term and content are optional.

3. 3

   The tagged campaign URL updates live below the form.

4. 4

   Copy the link and use it in your ads, emails or social posts.

What a UTM builder is for

A UTM builder — or, as many people search for it, a "url builder tool" — takes a normal link and appends the five utm_ parameters that Google Analytics, Matomo, HubSpot and nearly every other analytics platform read to attribute traffic. Without them, a visit from your newsletter, a paid ad and a LinkedIn post all show up as the same anonymous "direct" or "referral" traffic. With them, each campaign has its own row in the report.

Building the links by hand is where mistakes live: a missing question mark, an ampersand typed as a space, a campaign name written three different ways across three channels. This tool assembles the URL for you as you type, encodes every value correctly and keeps any query parameters the original link already had, so the result is copy-and-paste ready.

The five parameters and how to fill them in

Three parameters do almost all the work. utm_source is where the traffic comes from — google, newsletter, linkedin, a partner's site name. utm_medium is the channel type — cpc for paid search, email, social, display, affiliate. utm_campaign names the specific push — spring_sale, product_launch_2026, webinar_march. Together they answer who sent the visitor, through what, and for which effort.

The remaining two are optional refinements. utm_term carries the paid keyword for search ads (running+shoes) and utm_content distinguishes variants of the same placement — logolink versus textlink, banner_a versus banner_b — which is how you A/B-test creative inside one campaign. Leave them blank when they do not apply; empty parameters are simply not added.

• utm_source=newsletter · utm_medium=email · utm_campaign=april_digest
• utm_source=google · utm_medium=cpc · utm_campaign=brand · utm_term=tool+genie
• utm_source=linkedin · utm_medium=social · utm_campaign=launch · utm_content=carousel
• utm_source=partner_site · utm_medium=affiliate · utm_campaign=q3_promo

Conventions that keep your reports clean

Analytics platforms treat values as case-sensitive text: Newsletter, newsletter and NEWSLETTER become three separate sources. Pick lowercase everywhere, and use underscores or hyphens instead of spaces. Decide once whether the medium for paid social is paid_social or cpc, write it down, and reuse it — the value of UTM tagging comes from consistency across months, not from any single link.

A few things to avoid: do not tag links that point at your own site from your own site (internal navigation with UTMs restarts the session and wipes the real source); do not put personal data in parameters, since they end up in reports and server logs; and keep campaign names short, because a 300-character URL looks suspicious in an email and gets truncated in some tools. A URL shortener on top of the tagged link solves the length problem without losing the tags.

Built in the browser, nothing logged

Every step runs inside your browser, using the WebAssembly and Canvas APIs your device already ships with. No file is uploaded, no copy is kept, and nothing sits in a queue on a server waiting to be deleted — which is also why the tool keeps working with the network disconnected.

UTM builders on marketing sites are commonly lead magnets: the URL you type, the campaign names and sometimes your email go into someone's CRM. Here the link is assembled by a few lines of JavaScript in the page — the base URL is validated, the parameters are encoded and appended, and the result appears next to a copy button. Unreleased campaign names and landing pages that are not public yet stay on your screen.

Because there is no account, there is also no saved history; if you want a record of the links you build, paste them into the spreadsheet you use to plan campaigns. That is the better place for them anyway, next to the dates and budgets they belong to.

Frequently Asked Questions

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