UTM builder
Paste the page address and fill in the source, medium and campaign name. The builder creates a link with UTM parameters so Google Analytics shows where your visitors came from.
Optional.
Optional.
What are UTM parameters
UTM parameters are tags added to the end of a page address, after the question mark. They do not change what the visitor sees, but Google Analytics 4 and other tools read them and assign the visit to a source, medium and campaign. That way you know whether customers came from a newsletter, a Facebook post or a flyer with a QR code.
| Metric | What it is for | Example |
|---|---|---|
| utm_source | where the traffic comes from | facebook, newsletter, google |
| utm_medium | type of channel | social, email, cpc |
| utm_campaign | campaign name | autumn_sale |
| utm_term | keyword | running_shoes |
| utm_content | version of the ad or link | top_banner |
Rules that keep your reports clean
- Use lowercase, because Google Analytics treats Facebook and facebook as two different sources.
- Use underscores instead of spaces.
- Stick to one list of names across the company, for example always newsletter, not mailing one time and email the next.
- Do not add UTM tags to links within your own website, or you will overwrite the real source of the visit.
- Keep auto-tagging on in Google Ads. Only add UTM tags there when you know why.
Ready-made examples
| Where you place the link | utm_source | utm_medium |
|---|---|---|
| Facebook post | social | |
| Facebook or Instagram ad | facebook or instagram | paid_social |
| Newsletter | newsletter | |
| QR code on a flyer | flyer | qr |
| Google Business Profile | organic | |
| Instagram bio link | social |
Frequently asked questions
Do UTM tags affect Google rankings?
No. Only analytics reads UTM parameters. So that search engines do not treat tagged links as separate pages, the page should have a canonical URL, which most systems set automatically.
Do I have to fill in every field?
Source, medium and campaign are enough. Keyword and ad version are optional and help when you compare ads.
Where will I see the results in Google Analytics 4?
In the Traffic acquisition report, under the Session source / medium or Session campaign dimensions. Data usually appears within a few hours.
Can I shorten a UTM link?
Yes. A short link redirects to the full address with the parameters, so analytics still reads them. Before you send it, click the short link and check that the parameters are in the address bar.
Does the builder store my links?
No. The link is built in your browser and we do not send it anywhere.
Updated: October 2026
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