UTM link builder
Tag the links in your emails, posts, and printed pieces so every visit shows up by name in Google Analytics.
Free · No signup · Runs in your browser
Quick fill
The page people should land on.
Where the visit comes from: newsletter, facebook, google.
The kind of link: email, social, cpc, print.
What you’re promoting, so you can compare campaigns.
Mostly for paid search keywords.
Tells apart two links in the same post or email.
Your tracking link
Fill in the website, source, medium, and campaign, and your link appears here.
Checks
Where it shows up
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition. Change the table to “Session source / medium” or “Session campaign” to see visits from this link.
The five tags
What each part of a UTM link means
- utm_sourceSourceThe site or list the visit came from, like facebook, google, or newsletter.
- utm_mediumMediumThe type of traffic, like email, social, cpc for paid ads, or print for flyers and QR codes.
- utm_campaignCampaignThe promotion or effort, like spring-sale or october-roundup.
- utm_termTermOptional. Usually the keyword for a paid search ad.
- utm_contentContentOptional. Tells apart two links in the same place, like a header link and a button.
Questions
UTM link questions
Do UTM tags hurt my SEO?
No. Search engines ignore them for ranking. Just don’t use UTM links on your own site’s internal links, because they restart the visit in Google Analytics.
Should I use UTM links in Google Ads?
Usually not. If your Google Ads account is linked to Google Analytics, auto-tagging already tracks your ads in more detail.
Do capital letters matter?
Yes. Google Analytics treats “Facebook” and “facebook” as two different sources. Keeping everything lowercase avoids split reports.
The link is long. Can I shorten it?
Yes. A link shortener keeps the tags, and for printed pieces a QR code saves people from typing it.
Know what’s actually working.
We set up Google Analytics so you can see which campaigns bring in calls and leads, and we read the numbers with you each month.
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