UTM link builder
Add tracking tags to any link, so your analytics shows which post, email or ad brought each visitor.
What a UTM link does
UTM tags are small labels added to the end of a web address. When someone clicks the link, your analytics tool records where they came from, so you can see which post, email or ad brought them in. Without tags, traffic from WhatsApp, email apps and printed QR codes is often hard to separate from other visits.
This builder adds the tags for you and keeps any other parts of your address intact. Your link is created in your browser and isn't sent to our server.
What each field means
| Field | What it answers | Example |
|---|---|---|
| Source | Where did the visitor come from? | instagram, newsletter |
| Medium | What type of channel is it? | social, email, cpc |
| Campaign | Which promotion is this for? | diwali_sale |
| Term | Which paid keyword was it? | running shoes |
| Content | Which version or link was clicked? | video_ad, footer_link |
Google Analytics' help page on custom URLs explains these parameters and how they appear in reports.
Example
A shop promotes a festive offer in its Instagram bio and in an email. It tags each link separately:
yourwebsite.com/offer?utm_source=instagram&utm_medium=social&utm_campaign=diwali_sale
yourwebsite.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=diwali_saleBoth visits land on the same page, but analytics shows them apart. If sales then come mostly from email, that's where the next campaign's effort should go.
Rules that keep your reports clean
- Use lowercase every time. Values are case-sensitive, so "Instagram" and "instagram" appear as two sources.
- Agree on names once. Write down a short list, such as "social" and "email", and have the whole team use it.
- Avoid spaces. Use a hyphen or underscore. The Tidy up values button fixes both spaces and capitals.
- Don't tag links within your own site. Doing so can overwrite the original source of the visit.
- Don't put personal details in tags. Names and email addresses shouldn't go into your links.
Where to go next
Long tagged links look messy on print, so turn them into a code with our QR code generator. Once you can see which ads drive sales, use the ROAS calculator to check whether they're profitable.