A basic tagged link
https://example.com/pricing with source instagram, medium social and campaign spring_launch becomes https://example.com/pricing?utm_source=instagram&utm_medium=social&utm_campaign=spring_launch.
UTM campaign URL builder
A UTM link is an ordinary web address with tracking tags added after the question mark, so your analytics can show which campaign, source and channel sent each visit. This builder assembles and encodes the tags for you and keeps any query string your link already has.
Where the traffic comes from, e.g. instagram, newsletter.
The marketing channel, e.g. social, cpc, email.
The specific campaign, e.g. spring_launch.
Optional — paid keywords for this campaign.
Optional — differentiate ads or links, e.g. bio_link.
Your tagged URL
Parameters are URL-encoded automatically. Keep values lowercase and consistent so your analytics groups them cleanly.
How to build a UTM link
- Paste the destination URL. Use the full address of the page you want people to land on, starting with https://.
- Fill in source, medium and campaign. Source is where the visit comes from (for example instagram), medium is the channel (social) and campaign is the specific effort (spring_launch).
- Add term or content if you need them. Term is for paid keywords. Content tells apart two links to the same page, such as the bio link and a story sticker.
- Copy the tagged link. The link builds as you type and is encoded for you. Copy it in one click.
- Use one naming convention. Keep values lowercase and use underscores or hyphens instead of spaces, so “Instagram” and “instagram” do not become two rows in your reports.
Worked examples
A link that already has a query string
https://example.com/page?ref=partner keeps its ref value: the builder appends the tags, giving https://example.com/page?ref=partner&utm_source=newsletter&utm_medium=email&utm_campaign=launch.
Telling two links apart
Two links to the same page in one post can carry utm_content=bio_link and utm_content=story_sticker, so your reports show which one people clicked.
UTM builder FAQ
- What is a UTM parameter?
- A UTM parameter is a small tag added to a URL’s query string (utm_source, utm_medium, utm_campaign, and optionally utm_term and utm_content) that tells analytics tools where a visitor came from, so you can attribute traffic and conversions to the right campaign.
- Which UTM parameters do I actually need?
- Source, medium, and campaign are the core three most analytics setups expect. Term and content are optional — use term for paid keywords and content to tell near-identical links apart (for example two links in the same post).
- How should I format UTM values?
- Keep them lowercase, consistent, and free of spaces (use underscores or hyphens). Analytics tools treat “Instagram” and “instagram” as different values, so a consistent convention keeps your reports clean.
- Does this UTM builder send my links anywhere?
- No. The URL is built entirely in your browser as you type, and copying uses your device clipboard — nothing is uploaded or stored.
- Where do I see UTM data?
- In your analytics tool’s acquisition or campaign reports, under source, medium and campaign. The values you typed into the builder are the values you see there.
- Should I put UTM tags on links inside my own site?
- No. Use them on links you place elsewhere, such as social posts, emails and ads. On links inside your own site they can start a new session in analytics and hide where the visitor first came from.
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