Free UTM Builder
Generate trackable campaign URLs for Google Analytics in seconds — no signup, no limits.
Where the traffic comes from — e.g. google, facebook, newsletter
The marketing channel — e.g. cpc, email, social
Your campaign identifier — keep it consistent across links
Paid keywords — usually only for paid ads
Differentiates similar ads or links — e.g. header_banner vs footer_link
Used with Google Analytics 4 campaign reports
Your UTM link works — now make it work harder.
Shorten it
Turn that 200-character UTM URL into a branded brev.ly/spring-sale link
Save presetsComing soon
Stop retyping utm_source=newsletter&utm_medium=email for every link
Track every click
See clicks by country, device, referrer, and time — UTMs only tell Google Analytics what you already know
Free plan includes 25 tracked links every month
How to build a UTM link
- 1
Enter the destination URL
Paste the page you want to send traffic to — a landing page, blog post, product page, anything. If it already has query parameters (like ?ref=abc), this tool preserves them and appends the UTM tags alongside.
- 2
Set the source and medium
utm_source identifies the platform or publisher sending traffic (google, mailchimp, twitter). utm_medium describes the channel type (cpc, email, social). Together they answer "where did this visit come from?"
- 3
Name the campaign
utm_campaign ties all the links from one campaign together in your reports — use the same value across every ad, email, and post in that campaign. Keep it short, lowercase, and consistent: spring_sale_2026, not "Spring Sale 2026".
- 4
Add optional parameters, copy, and launch
utm_term and utm_content let you drill deeper — which keyword triggered the ad, which creative drove more clicks. Once the URL looks right, copy it, optionally shorten it with Brevly, and drop it into your campaign.
UTM naming conventions that won't break your reports
Always use lowercase
Google Analytics is case-sensitive — Newsletter and newsletter show up as two different sources. Mixing case silently splits your data.
Use underscores, not spaces or hyphens
Pick one separator and never deviate. Spaces become %20 in the URL. Hyphens are fine too — but mixing hyphens and underscores across campaigns makes regex filtering a nightmare.
Keep source = platform, medium = channel type
utm_source is the who (facebook, google, mailchimp). utm_medium is the what (cpc, email, social). Swapping them is the most common mistake — it corrupts channel groupings in GA4.
Document your conventions before sharing the spreadsheet
The moment a second person starts building UTM links, you need a shared naming doc. Without it, you will eventually have both facebook and Facebook as sources in the same report.
Test the link before the campaign goes live
Click it. Make sure it loads the right page. Open Google Analytics Real-Time and confirm the source, medium, and campaign all appear correctly. Five minutes of testing can save weeks of bad data.
Common source and medium values
Copy these values directly into the form above.
| Channel | utm_source | utm_medium |
|---|---|---|
| Google Ads | google | cpc |
| Facebook Ads | facebook | paid_social |
| Newsletter (Mailchimp) | mailchimp | email |
| Organic Twitter | twitter | social |
| LinkedIn Ads | linkedin | paid_social |
| Affiliate link | partner_name | affiliate |
| QR code on flyer | flyer_q1 | qr |
| Podcast sponsor | show_name | podcast |