Tag every campaign link, so Analytics shows what worked.
A UTM link is an ordinary web address with a few tags added, so Google Analytics can tell which campaign, channel and ad brought each visitor. This free builder adds the tags for you, keeps the names tidy and never sends your links anywhere.
Your tagged link
Fill in the page address, source, medium and campaign name. Your link appears here.
How to use it.
Paste the page address
Use the page you want visitors to land on. Tags already on the link are kept.
Say where the link will appear
Source is the place, such as linkedin or newsletter. Medium is the kind of channel, such as social, email or cpc.
Name the campaign
Use one short name for the whole push, such as spring-launch, so every link from it groups together in reports.
Copy the link
Use the copied link in your post, email or ad. Build a new one for each place the link appears.
Why tag links at all?
Without tags, a visit from a social post, an email or an ad can all look the same in Google Analytics, or land in a bucket labelled direct. Tags tell Analytics exactly where a visit came from, so you can see which effort brought enquiries and which only brought clicks.
The value is only as good as your habits. If one person writes LinkedIn and another writes linkedin, reports count them as two sources. The builder lowercases every value and joins words with hyphens, so the same campaign always groups together.
Good habits
- Use lowercase names and hyphens, and keep one naming list for the whole team
- Tag links you control, such as emails, social posts, ads and QR codes. Never tag links between pages of your own site, because it breaks the original source
- Keep campaign names short and meaningful, so a report is readable a year later
- Add the term only for paid search keywords, and the content tag only to tell two versions of the same ad apart
- Record your tagged links in a sheet, so nobody has to rebuild one from memory
Keep going.
Guides
Services
More free tools are on the tools page, including the free website audit.
Questions, answered.
What is a UTM link?
It is a web address with extra tags, such as utm_source and utm_campaign, added after a question mark. The page opens as normal, and Google Analytics reads the tags to record where the visit came from.
Which UTM parameters are required?
Source, medium and campaign name are the three that matter for most reports, and this builder asks for all three. Term and content are optional extras for paid keywords and for telling similar ads apart.
Are UTM values case-sensitive?
Yes. Analytics treats Email and email as different values and splits your report in two. This builder converts every value to lowercase to prevent that.
Should I add UTM tags to links inside my own website?
No. Tagging an internal link starts a new session and overwrites the real source of the visit, so your reports lose track of where people truly came from.
Does this tool store the links I build?
No. It runs entirely in your browser. The address and the tags you type are not sent to Domeq or to any other server.
