UTM Link Builder

UTM Builder adds campaign tags to a web address so Google Analytics and other reports can tell you exactly which email, advert or post sent each visitor. Paste your page, pick a quick-fill preset such as Google Ads (google / cpc) or Newsletter (newsletter / email), name the campaign, and the finished link appears as you type, with a QR code beside it for posters, flyers and quick phone tests.

Most messy analytics come from inconsistent naming: “Facebook”, “facebook” and “face book” show up as three different sources. The builder can force lower case and turn spaces into underscores or hyphens, and it warns you when a value differs only in capitals from one you have used before. It handles awkward addresses properly too, keeping the page’s own parameters, replacing old UTM tags instead of doubling them, and leaving any #section at the very end where it belongs.

For bigger campaigns, the Bulk tab makes a link for every page and every source at once and saves them as a CSV spreadsheet. The Read tab takes any tracked link apart, explains each tag, and can load it back into the builder or give you the clean address. Links you copy are saved to a history in this browser only.

1. In “Build a link”, paste the page into “Website address”. https:// is added if you leave it out.
2. Tap a “Quick fill” preset or type Source and Medium yourself, then add a Campaign name. Content, Term, Campaign ID and “Add a parameter” are optional.
3. Check the naming rules: “Force lower case” and what spaces become.
4. Press “Copy link”, “Test it” to open the page, or “Download QR (PNG)”. Copied links appear under “Saved links”.
5. For many links, open “Bulk links”, list pages and “source, medium” pairs, add a campaign, then “Download CSV”. To check a link, paste it into “Read a link”.

• All standard tags: utm_source, utm_medium, utm_campaign, utm_content, utm_term and utm_id, plus any custom parameter such as utm_source_platform.
• Ten quick-fill presets for Google Ads, Microsoft Ads, Facebook, Instagram, LinkedIn and TikTok ads, organic social, newsletters, partner sites and printed QR codes.
• Naming rules: forced lower case, and spaces turned into underscores, hyphens or kept as %20.
• Warnings for missing tags, capital letters, and values that clash in case with ones you used before.
• Correct handling of existing query strings, repeated UTM tags and #fragments.
• QR code of the finished link, downloadable as a 900-pixel PNG.
• Bulk mode: every page × every source in a table, copy all links or download a CSV that opens in Excel and Google Sheets.
• Link reader that explains each tag, spots ad-click IDs such as gclid, and strips UTM tags for a clean address.
• Saved links history (last 50) kept only in your browser, with copy, edit and remove.

• Agree a naming plan with your team before a campaign, for example lower case with underscores, and stick to it. Reports can’t merge “Spring_Sale” and “spring-sale” later.
• Never put UTM tags on links between pages of your own site. They restart the visit in Google Analytics and wipe out the real source.
• Use utm_content to tell apart two links in the same email or advert, such as header-button and footer-link, so you know which one people clicked.
• Google Ads can tag links automatically with gclid. If auto-tagging is on, you usually don’t need UTM tags on those ads as well.
• Long tagged links look untidy in printed material. Put the QR code on the poster instead; people scan rather than type.