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UTM Link Builder

The UTM link builder adds campaign tags (UTM parameters) to a web address, so analytics tools such as Google Analytics 4 can tell which newsletter, advert, post or poster sent each visitor. Enter your page address and campaign details, and copy the tagged link or download it as a QR code. It runs entirely in your browser.

Free, no sign-up Runs in your browser

UTM Link Builder

Where the link is placed: newsletter, facebook, whatsapp, poster.

The channel type: email, social, cpc, message, print.

The promotion or campaign.

Optional: an ID that links ad-platform data to the campaign.

Optional: the paid search keyword.

Optional: tells apart links in the same campaign.

    The link is built in your browser. Nothing is sent to our server; your history stays in this browser until you clear it.

    How to use the UTM Link Builder

    1. 1 Paste the address of the page you want people to visit.
    2. 2 Fill in the campaign source, medium and name (term and content are optional).
    3. 3 Check the tagged link, then copy it or download a QR code for print.
    4. 4 Use the same names every time so your reports group visits correctly.

    What it does

    • Correctly encoded utm_source, utm_medium, utm_campaign, utm_id, utm_term and utm_content
    • Keeps your page address and its existing parameters exactly as entered
    • Lower-case and space handling suggestions for consistent naming
    • QR code of the tagged link (PNG or SVG)
    • History of your last links, kept in this browser only

    Useful for marketers running campaigns, business owners sharing links on WhatsApp and social media and agencies reporting on traffic.

    Limitations

    • UTM tags describe a campaign; they do not track people. Visits only appear if the destination site runs an analytics tool that reads them, such as Google Analytics.
    • Do not use UTM tags on links between pages of your own website: they overwrite the visitor's original source.
    • Some link shorteners and messaging apps strip or rewrite parameters; test your link before a campaign.

    A naming convention that keeps reports clean

    Decide your names once and write them down. A simple convention most teams can follow:

    Field What it describes Examples
    utm_source Where the link was placed newsletter, facebook, whatsapp, google, poster
    utm_medium The type of channel email, social, cpc, message, print, referral
    utm_campaign The campaign or promotion black-friday-2026, school-reopening, new-menu
    utm_content Which link or creative header-button, video-ad, flyer-a
    utm_term The paid keyword web-design-accra

    Use lower case, hyphens instead of spaces, and no personal information in any tag: tagged links can appear in analytics reports, browser histories and shared screenshots.

    Examples

    • Email newsletter: source newsletter, medium email, campaign october-offers.
    • WhatsApp broadcast: source whatsapp, medium message, campaign new-menu.
    • Printed flyer with a QR code: source flyer, medium print, campaign open-day-2026, content flyer-a.
    1. Open the tagged link in a private browser window and check it lands on the right page (some sites drop query parameters on redirects).
    2. In Google Analytics 4, open Reports → Realtime and confirm the visit appears with your source and medium.
    3. If you shorten the link, open the short link too: the shortener must forward the full address with its parameters.
    4. For printed QR codes, scan the printed proof with two different phones before printing in volume.

    Common mistakes

    • Tagging internal links (from one page of your site to another) starts a new session with the wrong source.
    • Mixing names such as Facebook, facebook and fb splits one channel into three rows in your reports.
    • Putting personal details (names, phone numbers, email addresses) in a tag can expose them in analytics and browser histories.

    For help planning and measuring a campaign, see our digital marketing service.

    Frequently asked questions

    What is a UTM parameter?

    A UTM parameter is a tag added to the end of a link (for example ?utm_source=newsletter) that tells analytics tools where a visit came from. The five standard tags are utm_source, utm_medium, utm_campaign, utm_term and utm_content.

    Which UTM fields are required?

    Google says to always use utm_source, utm_medium and utm_campaign; links without them show as (not set) in reports. Google also recommends utm_id (a campaign ID). utm_term (for paid keywords) and utm_content (to tell apart two links in the same campaign) are optional.

    Where do I see UTM traffic in Google Analytics 4?

    In GA4, open Reports → Acquisition → Traffic acquisition and change the primary dimension to Session source / medium or Session campaign. Visits from your tagged links appear under the names you chose.

    Should UTM values be lower case?

    Analytics tools treat Newsletter and newsletter as different values. Choosing lower case and hyphens (for example black-friday-2026) everywhere keeps your reports tidy.

    Can I use UTM links on WhatsApp?

    Yes. Share the tagged link in WhatsApp messages or status updates and use a source such as whatsapp and a medium such as social or message. Analytics then shows those visits separately from other social traffic.

    Sources

    Phoot Technologies

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