Free UTM Builder

A UTM builder adds tracking tags to a link so your analytics can tell where a visit came from. The tags are ordinary query parameters whose names start with utm_, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. When someone opens the link, Google Analytics reads the tags and credits the visit to that source, medium and campaign instead of lumping it in with direct or referral traffic.

Writing the tags by hand works until it doesn't: a missing &, a space that breaks the link in an email client, or a capital letter that splits one campaign into two rows in your reports. This builder encodes every value, keeps the query parameters and #fragment already on the URL, and replaces any utm_ tags left over from an earlier campaign so old and new tags never mix.

Source and medium are the two GA4 uses to pick a channel, so fill both in on every link. Campaign is what separates one promotion from the next in reports. Term and content are optional; content is the one to use when you test two versions of an ad or two links in the same email. GA4 also reads a few newer parameters, such as utm_source_platform and utm_creative_format, which this builder does not add.

GA4 sorts every tagged visit into a default channel, such as Paid Search, Organic Social or Email, using a fixed list of rules that Google publishes. The rules are checked in order and the first match wins. Most of them read the medium: cpc, ppc or any medium starting with paid counts as paid traffic, email counts as Email, social or sm as Organic Social, and referral as Referral. Some also read the source, matched against Google's list of known search, social, shopping and video sites, so google with cpc is Paid Search while an unlisted source with cpc is Paid Other.

When no rule matches, GA4 reports the visit as Unassigned, which is where most badly tagged campaigns end up. A newsletter tagged with medium newsletter is the classic case: no rule mentions that word, so the visits never reach the Email channel. The builder runs your tags through the same rules and source list, shows the channel they likely land in, and warns when they match none.

Google states that the channel rules ignore case, so Email and email land in the same channel. Reports do not: GA4 shows the source and medium values as typed, so Facebook and facebook are two separate rows. The builder flags capital letters, and it warns when a value differs only in case from one in your presets or a link you copied earlier on this page. Google also matches some social sites by patterns it does not publish, and Google Ads auto-tagging replaces manual tags on ad clicks, which is why the builder calls both the channel and Unassigned likely rather than certain.

• Use lowercase for every value. One capital letter is enough to split a campaign in two.
• Use underscores or hyphens instead of spaces. Spaces work once encoded, but they get retyped inconsistently.
• Pick a medium GA4 recognizes: email, social, cpc, paid_social, display, affiliate or referral. Put the specific site or list in the source instead.
• Write the conventions down and reuse them. Presets keep your usual source and medium pairs one click away.
• Tag only links that bring people to your site from somewhere else. Tagging links between your own pages overwrites where the visit really came from.
• If you run Google Ads with auto-tagging on, GA4 gets the campaign details from the click ID, so those ads don't need UTM tags.

Switch to Many links and paste one URL per line. Every URL gets the same tags, each with its own Copy button, and lines that are not web addresses are listed with the reason instead of being skipped silently. Copy all copies every tagged link, one per line. Download the CSV for a spreadsheet: it has the original URL, the tagged link and any error, one row per line you pasted, with cells that start like a spreadsheet formula made safe to open.

Presets save the tags themselves, not the URLs, in this browser only: up to 50, newest first, and nothing is sent anywhere. To turn a title into a clean address before you tag it, use the URL slug generator; to lowercase campaign names in bulk, the case converter.