UTM Link Builder
The trap with UTMs isn't syntax, it's inconsistency. Analytics counts “Instagram”, “instagram” and “IG” as three sources, and six months later nobody can say what worked.
Everything is lowercased and converted to ASCII. The trap isn't syntax, it's inconsistency — three spellings become three sources.
Enter a URL — the link builds here.
Your inputs stay in your browser — nothing is sent to a server.
How it's calculated
Five parameters: utm_source, utm_medium, utm_campaign, plus optional utm_content and utm_term.
Everything is lowercased and transliterated to ASCII, spaces become hyphens. Not cosmetic: analytics is case-sensitive, and one capital splits your campaign in two.
A URL without a protocol gets https://, and existing query parameters are preserved.
What people most often forget
- Agree a vocabulary once and share it. Cheaper than cleaning the report later.
- Never UTM an internal link. It restarts the session and misattributes the conversion.
- Put a date in the campaign name. “summer-sale” is ambiguous a year later.
- Check shorteners. Some strip query parameters; click once after shortening to confirm.
- No personal data. UTMs are visible in the address bar and stored in reports.
Scope, sources and freshness
The tool only builds links; it connects to no analytics account. Whether the tags appear in your reports depends on your own setup. Your inputs stay in the browser.
Sources last reviewed: 16 August 2026
Frequently asked
What is a UTM?
Parameters appended to a link that tell analytics where the traffic came from. Without them, social visits often land in “direct” and the campaign can't be measured.
What's the difference between source and medium?
Source is where the traffic came from; medium is what kind it is. One platform can send both paid and organic traffic, and medium separates them.
Should I add UTMs to internal links?
No. On an internal link a UTM restarts the session and erases the original source, crediting the conversion to your own site.
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