Free Marketing Tool
Build UTM-tagged URLs for better campaign tracking
Add UTM parameters to any URL so Google Analytics can tell you exactly which campaigns, channels, and ads drive traffic and conversions. Use quick presets or type custom values.
Build Your Link
Add UTM parameters to any URL
Why This Matters
Stop guessing which campaigns actually work
Without UTM tags, all your social and email traffic shows up as "direct" or "referral" in analytics. Tagged URLs let you see exactly which post, ad, or email drove each visit and conversion.
Attribute revenue to channels
Know exactly how much revenue came from Google Ads vs. your email newsletter vs. that Instagram bio link. Make data-driven budget decisions.
Compare ad creatives
Use utm_content to A/B test different headlines, images, or placements within the same campaign. See which creative drives more conversions.
Prove marketing ROI
When every campaign link is tagged, you can show stakeholders a clear path from marketing spend to website visits to conversions.
Parameter Reference
The five UTM parameters explained
utm_source
Required
Identifies the platform or site sending traffic. This is the 'who'.
e.g. google, facebook, newsletter
utm_medium
Required
Describes the marketing channel type. This is the 'how'.
e.g. cpc, email, social, organic
utm_campaign
Required
Names your specific campaign or promotion. This is the 'why'.
e.g. spring_sale, product_launch
utm_term
Optional
Tracks paid search keywords. Useful for Google Ads or Bing Ads.
e.g. running+shoes, best+crm
utm_content
Optional
Differentiates similar links in the same campaign for A/B testing.
e.g. banner_top, text_link, blue_cta
How To Use
Three steps to tracked campaign links
1. Paste your URL — Enter the landing page URL you want to track.
2. Fill in UTM fields — Use a quick preset or type custom source, medium, and campaign values. Add optional term and content if needed.
3. Copy and use — Click "Copy URL" to get the full tagged link. Use it in your ads, emails, social posts, or anywhere you share links.
Product Fit
Track campaigns, then automate them with SmallForce
Use UTM links to measure your marketing. Then let SmallForce automate the channels that work best with AI-powered social media scheduling, WhatsApp messaging, and Google review management.
FAQ
UTM link builder FAQ
Common questions about UTM parameters and campaign tracking.
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that help analytics tools like Google Analytics identify where your traffic comes from. The five standard UTM parameters are source, medium, campaign, term, and content.
Which UTM parameters are required?
Three parameters are required for meaningful tracking: utm_source (where the traffic comes from, e.g. 'google'), utm_medium (the marketing channel, e.g. 'cpc'), and utm_campaign (the campaign name, e.g. 'spring_sale'). Term and content are optional.
Are UTM parameters case-sensitive?
Yes. Google Analytics treats 'Facebook' and 'facebook' as different sources. This builder automatically converts everything to lowercase to prevent data fragmentation in your analytics.
What is the difference between utm_source and utm_medium?
Source identifies the specific platform or website sending traffic (e.g. 'google', 'facebook', 'newsletter'). Medium describes the type of marketing channel (e.g. 'cpc' for paid search, 'email' for email marketing, 'social' for organic social media).
When should I use utm_term?
Use utm_term for paid search campaigns to track which keywords triggered your ad. For example, if you're bidding on 'best crm software' in Google Ads, set utm_term to 'best_crm_software'.
When should I use utm_content?
Use utm_content when you have multiple links pointing to the same URL within a single campaign. For example, to distinguish between a banner ad and a text link in the same email, use utm_content values like 'banner_top' and 'text_footer'.
Is this tool free?
Yes. There are no fees, sign-ups, or usage limits. All URL building happens in your browser. No data is sent to any server.
What is the 'Copy query only' button for?
It copies just the UTM query string (e.g. '?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale') without the base URL. This is useful when you need to append UTM parameters to multiple URLs or use them in ad platforms.
Do UTM parameters affect SEO?
UTM parameters do not directly affect SEO rankings. However, to keep your analytics clean, avoid using UTM tags on internal links within your own site. They should only be used for external campaigns driving traffic to your site.
How do I view UTM data in Google Analytics?
In Google Analytics 4, go to Reports > Acquisition > Traffic Acquisition. You'll see your data organized by source, medium, and campaign. You can also create custom explorations to analyze UTM data in detail.