Free tool
UTM builder: see which link brought each visitor
Tag the links you share in ads, emails and social posts, and Google Analytics shows exactly which one sent each visitor. Start from a preset, and the checks catch the mistakes that split your reports.
Free, no sign-up. Runs in your browser, nothing you type is sent to us.
The full address, including https://
Start from a preset
Google Ads: leave auto-tagging on instead. GA4 uses it ahead of manual UTMs on Google Ads clicks.
utm_source. Where the click comes from: facebook, newsletter, linkedin
utm_medium. The type of channel: paid_social, email, social, cpc
utm_campaign. Which campaign or promotion: spring-sale
utm_content. Optional. Which ad or link, if there are several
utm_term. Optional. The paid keyword
utm_id. Optional. Your ad platform's campaign ID
Your tagged link
https://www.example.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=november-offer
Checks
Looks right. Use these exact values every time you share this link, so it all lands in one row in your reports.
Where the numbers come from
A UTM link is your normal link with utm_source, utm_medium and utm_campaign added on the end. Google Analytics reads those tags on every click, and the values are case sensitive, so facebook and Facebook count as two different sources.
Source is where the click comes from (facebook, newsletter), medium is the type of channel (paid_social, email, social) and campaign is the promotion. Use one source per platform and one medium per channel, the same way every time, and each campaign stays in one row.
Google Analytics sorts visits into channels like Paid Social and Email partly by the medium. A medium it doesn't recognise can leave visits under Unassigned, which is why the checks flag it.
For Meta ads, the preset uses Meta's dynamic parameters, so one set of tags reports every campaign and ad by name. For Google Ads, leave auto-tagging on instead.
Written and maintained by the SEO Engico team
Two mechanical engineers turned marketers, and the people who do the work. Meet the team
Updated 28 October 2026
What to do with your result
Running ads, can't tell what works
If the platforms and your analytics disagree, the tracking is the problem, not the ads. We fix the tracking first.
Book a Google Ads reviewMeta ads with no idea which ad sells
Tag every ad with the Meta preset, then compare ads by enquiries, not clicks.
View servicesEnquiries come in, source unknown
UTMs cover the clicks you control. Calls, forms and bookings need tracking too, so every lead arrives with where it came from.
Book a strategy callA worked example
Say you send a monthly newsletter with two buttons to the same offer page, one at the top and one at the bottom.
Tag both with utm_source=newsletter, utm_medium=email and utm_campaign=november-offer, then set utm_content=top-button on one and utm_content=bottom-button on the other.
In Google Analytics the whole email shows as one campaign, and the content column tells you which button people actually clicked.
Questions, answered
What is a UTM link?
A normal link with a few extra tags on the end, like ?utm_source=newsletter&utm_medium=email. When someone clicks it, Google Analytics reads the tags and files the visit under that source, medium and campaign, so you can see which post, email or ad sent them.
Which UTM parameters do I need?
Always use utm_source, utm_medium and utm_campaign. Google's own guidance says so. utm_content and utm_term are optional: use content to tell two links in the same email or two ads apart, and term for paid keywords.
Are UTM parameters case sensitive?
Yes. Google Analytics treats utm_source=Facebook and utm_source=facebook as two different sources, so one campaign ends up split across rows. Pick lowercase and stick to it.
Do I need UTMs for Google Ads?
No. Leave auto-tagging switched on in Google Ads. Google Analytics 4 uses auto-tagging ahead of manual UTMs on Google Ads clicks, so manual tags there add work without adding data.
Should I put UTMs on links between my own pages?
No. Use them on links from other places: ads, emails, social posts, your Google Business Profile, print. On internal links they overwrite where the visitor really came from.
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