Summary: The UTM Link Builder adds utm_source, utm_medium, utm_campaign and the optional parameters to any URL. Presets fill in the values Google Analytics expects for Google Ads, Meta ads, LinkedIn, newsletters, affiliates and QR codes, and the tool warns you about the mistakes that split reports: spaces, capitals, tags on organic search.
Without UTM parameters, a visit from your newsletter or from a post shared on LinkedIn often lands in "direct" or "referral" and gets lost. With them, each link tells your analytics tool where it was clicked, so you can compare channels and campaigns on facts rather than impressions.
The five parameters
- utm_source: who sends the visit, for example google, newsletter or linkedin.
- utm_medium: the type of channel. Use the names Google Analytics recognizes, such as cpc, email, social, affiliate or referral, so traffic lands in the right default channel.
- utm_campaign: the name of the operation, identical in every link of the same campaign.
- utm_term and utm_content: optional, for the paid keyword and to tell apart two links or visuals of the same message.
Rules that keep reports clean
- Write everything in lowercase: Google Analytics treats "Email" and "email" as two values.
- Replace spaces with underscores, they become %20 in the link.
- Never tag your internal links: a UTM restarts the visit with a false source.
- Never tag organic search: Google Analytics already detects it.
Organic traffic needs no tag at all: to grow it, work on your pages. The indexability checker makes sure Google can read them and the SERP preview shows how they appear in the results. To shorten the path in your URLs, use the slug generator.
