UTM Link Builder
Add UTM parameters to any URL without breaking it. Presets fill in sensible values for common channels, and one switch keeps your naming consistent.
Start from a preset
Custom parameters
What the five parameters mean
- utm_source: who sends the visitor. A site, a platform or a list:
google,linkedin,newsletter. - utm_medium: the type of channel:
email,cpc,social,referral. GA4 reads this value to assign a default channel group, so stick to the common names. - utm_campaign: the promotion or send-out, for example
spring-sale-2026. - utm_term: the paid keyword.
- utm_content: which link or ad version was clicked, for example
header-buttonorfooter-link.
What the builder takes care of
- Existing parameters stay.
?ref=abcis kept exactly as it was and the UTM parameters are added behind it with&. - The fragment stays at the end. Parameters placed after
#pricingare never sent to analytics, so the builder inserts them before the hash. - No double tagging. If the URL already has a
utm_source, the old value is replaced and you get a note. - Placeholders survive. Curly braces such as
{keyword}are not encoded or lower-cased, so ad platform macros keep working.
Naming rules that save you trouble later
Agree on one spelling per channel and write it down. Use lower-case and dashes. Put the date or quarter into the campaign name if you repeat promotions. Avoid personal data such as email addresses in any parameter: they end up in analytics, in server logs and in the browser history.
Use tagged links only for traffic from outside: emails, ads, social posts, QR codes, partner sites. Internal links should never carry UTM parameters.
Keep tagged URLs out of the index
Tagged URLs are duplicates of the clean page. Make sure the page has a canonical tag that points at the version without parameters. You can verify that with the canonical checker. To strip tracking parameters from an export, use the URL list cleaner, and to take a tagged link apart, paste it into the URL parser.
Launching a campaign with new landing pages? They have to be indexed before they can rank. TurboIndex submits new pages to Google for you.
Questions and answers
Which UTM parameters are required?
Technically none, but a link without utm_source is useless, so this tool requires it. In practice always set source, medium and campaign. GA4 uses source and medium to sort a visit into a channel group, and the campaign name is what you will filter by in reports. Term and content are optional.
Do UTM parameters hurt SEO?
They create extra URLs for the same page, which is only a problem if those URLs get indexed or linked internally. Keep a canonical tag on the page that points at the clean URL, and never use UTM parameters on internal links, because they overwrite the original source of the visit in your analytics.
Why lower-case everything?
Analytics tools treat values as case sensitive. Email, email and EMAIL show up as three separate rows. The same goes for spaces, which turn into %20 or + and are hard to read. One fixed style (lower-case, dashes) keeps reports clean, which is why the switch is on by default.
Should I tag Google Ads links by hand?
Usually not. With auto-tagging switched on, Google Ads adds a gclid parameter and GA4 reads campaign data from it. Manual UTM tags are useful for other ad platforms and for tools that do not understand gclid.
Is the history stored anywhere?
No. It is kept in the memory of this browser tab and disappears when you reload. Nothing is saved on your device or sent to a server. Download the CSV if you want to keep the links.