UTM builder: campaign URL generator

Tag a campaign URL so clicks show up correctly in your analytics. Free, no signup, and nothing leaves your browser.

Setting up tags inside an ad platform? Use the builder for its own parameters field: Facebook and Instagram ads, Google Ads, LinkedIn Ads.

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What the five tags mean

• utm_source is where the traffic comes from: newsletter, google, partner-site.
• utm_medium is the kind of channel: email, cpc, social.
• utm_campaign is the campaign this link belongs to: spring-sale.
• utm_term is the paid keyword, if you are running search ads.
• utm_content says which version of the link it is: header-button vs footer-link.

Two rules that save you later

Pick a casing and never change it. Analytics tools treat Email and email as two different mediums, and you cannot merge them afterwards. Google Analytics says so in its own help: utm_source=google and utm_source=Google are different values. Lowercase everything.

Tag the destination, not the short link. The tags have to arrive at the page being measured, so they belong on the URL the visitor lands on, which is what this builder produces.

For teams: one naming convention for everyone

One person can keep a naming convention in their head. Five people sharing a workspace usually can't, and the reports fill up with email, Email and e-mail. In Urlicer a workspace agrees its allowed sources, mediums and campaigns once. Everyone who makes a link gets those values as suggestions, tags can be lowercased as they are typed, and a value that is not on the list gets a warning or is refused, whichever the workspace chose. The same rules apply to bulk create and the API.

Shared UTM naming rules are on the Pro plan and above. Compare plans.

Common questions

Is a UTM link the same as a UTM code or a campaign URL?

Yes. All three names mean a URL with utm_ tags added to the end. Some people say "UTM code" for just the tags, the part after the ?.

Which tags does Google Analytics 4 read?

The five above, plus utm_id (a campaign ID) and utm_source_platform (the platform that sent the traffic, such as Search Ads 360). GA4 also accepts utm_creative_format and utm_marketing_tactic, but does not report them yet. Google recommends always setting utm_source, utm_medium and utm_campaign. This builder covers the five tags most campaigns use. The full list is in Google's URL builder help page.

Do the tags still work if I shorten the link?

Yes, as long as the tags are on the destination. The short link sends the visitor to the full tagged URL, so the tags reach your analytics.

A longer guide to UTM parameters covers naming conventions and the mistakes that cost you a quarter of attribution.