UTM link builder for your marketing campaigns
Consistent campaign parameters, without the typos
Missing parameters: utm_source, utm_medium, utm_campaign. Without them, reports become unusable by the third campaign.
Link to share
Enter a destination address
Never tag a link inside your own site: the visit would be credited to the campaign instead of its real origin.
Everything is computed in your browser. Nothing is stored.
UTM parameters are what let an analytics tool say where a visitor came from. Their only difficulty is discipline: Newsletter, newsletter and NEWSLETTER produce three separate rows in the reports, and nobody notices before the quarterly review. This builder normalises the values and flags inconsistencies before the link goes out.
How to use it
How it works
Enter the destination address
The page the link leads to. Parameters already in the address are preserved.
Fill in the campaign
Source, medium and campaign name are the three essential parameters. Term and content cover finer cases.
Copy the full link
Values are lowercased and spaces converted, which prevents duplicate rows in the reports.
Worth knowing
Four things to keep in mind
All lowercase, no exceptions
Analytics tools are case sensitive. A single capital creates a second row in the report, and merging afterwards is tedious or impossible.
Write your conventions down somewhere
Source for the service that sends, medium for the channel, campaign for the operation. Without a written rule, two people will tag the same send differently by the second month.
Never put UTMs on an internal link
A tagged link between two pages of your own site resets the session in most tools, and credits the visit to the campaign instead of its real origin. UTMs are for inbound links only.
Watch out for personal data
A parameter containing an email address or a customer identifier ends up in server logs and in reports. It is a quiet leak and an entirely avoidable one.
FAQ
Frequently asked questions
Source and medium are technically enough, but without a campaign name the reports become unusable by the third operation. Treat those three as the minimum.
They can create duplicate addresses if the link gets shared publicly. A canonical tag on the target page settles it, and UTMs are for links you control anyway.
Yes, the shortener keeps the parameters through the redirect. It is even advisable for an SMS, where a three-line link costs segments.
The first comes from paid keyword advertising, the second distinguishes two links in the same send, for instance the button and the text link of a newsletter.
Also
Other tools in the same family
Also
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