UTM Link Builder
Track campaigns with UTM tags.
UTM Link Builder at a glance
UTM Link Builder is a free online social media tool you can use right now to track campaigns with UTM tags โ no account, no install and no usage limit. It runs entirely inside your browser, so whatever you enter stays on your own device.
- Price
- Free โ no trial, no paid tier, no watermark
- Sign-up
- Not required
- Where it runs
- In your browser โ nothing is uploaded to a server
- Works on
- Chrome, Safari, Firefox and Edge โ desktop, tablet and phone
- Category
- Social Media
About UTM Link Builder
Build a URL with UTM parameters so analytics can attribute the traffic it brings to a specific campaign, channel or piece of content.
Three parameters do the essential work. utm_source is where the traffic came from โ a specific site, platform or newsletter. utm_medium is the type of channel: email, social, cpc, referral. utm_campaign names the specific initiative. Two optional ones, utm_term and utm_content, distinguish keywords and creative variants when you need to compare them.
Consistency matters more than the naming scheme itself, because analytics tools treat these values as case-sensitive strings. Facebook, facebook and FaceBook become three separate sources in your reports, splitting one channel across three rows and making comparison useless. Agreeing a convention โ lowercase throughout is the usual choice โ and writing it down prevents months of unusable data.
One important caution: never put UTM parameters on internal links between pages of your own site. Doing so restarts the session attribution, overwriting the original source with your internal tag, so a visitor who arrived from a search engine is recorded as arriving from your own campaign. This silently destroys attribution data and is a common and costly mistake.
How to use UTM Link Builder
- Enter the destination URL.
- Fill in source, medium and campaign, keeping to a consistent lowercase convention.
- Copy the tagged URL and use it only in external links.
Frequently asked questions
What is the difference between source and medium?
Source is where the traffic came from specifically โ a named site, platform or newsletter. Medium is the type of channel, such as email, social or cpc. Source answers which, medium answers what kind.
Does capitalisation matter?
Yes. Analytics tools treat these values as case-sensitive, so Facebook and facebook become separate sources and split one channel across multiple rows. Agree a convention โ usually all lowercase โ and stick to it.
Can I use UTM parameters on internal links?
No, and this is an important one. Tagging internal links restarts session attribution and overwrites the original source, so a visitor from search is recorded as coming from your own campaign. It silently corrupts your data.
Do UTM parameters affect SEO?
They can create duplicate URLs for the same content, so ensure your canonical tag points at the clean version. Search engines generally handle this well, but a correct canonical removes any ambiguity.