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Free UTM link builder
Add campaign tags to any web address so Google Analytics can tell you which email, post or ad sent each visit. Copy the link or shorten it in one click.
What UTM tags do
When someone clicks a link, Google Analytics normally records where they came from only if the site that sent them passes that information along. Email apps, messaging apps and some social apps often do not, so those visits end up under "direct" and you lose track of what is working. UTM tags solve that. They are short labels added to the end of the address, and Analytics reads them when the visit arrives.
A tagged link looks like this: https://yourstore.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale-2026. The page that opens is the same one. The tags only travel with the visit.
The five UTM fields, in plain words
| Tag | What it answers | Example |
|---|---|---|
utm_source | Where did the visit come from? | newsletter, instagram, google |
utm_medium | What kind of channel was it? | email, social, cpc |
utm_campaign | Which campaign or promotion? | spring-sale-2026 |
utm_term | Which paid keyword? (optional) | running+shoes |
utm_content | Which version of the ad or link? (optional) | header-button |
Naming rules that save you later
- Use lowercase everywhere. Analytics treats "Email" and "email" as different values, and your report ends up with duplicates. This builder lowercases for you.
- Use hyphens instead of spaces. Spaces turn into odd characters in the address.
- Be consistent. Pick
socialfor social media and use it every time, not sometimessocial-mediaorsm. - Never tag links inside your own site. Tags on internal links can reset the visit's source in Analytics and hide where people really came from.
- Keep a simple sheet. A spreadsheet with one row per campaign link saves arguments about what a name meant six months later.
Why shorten a UTM link
Tagged links get long and look messy in a post or a print ad. A short link hides the clutter, keeps all the tags working and is far easier to turn into a QR code. With a free Freeurl account you also see clicks per link, so you can compare the number of clicks to what Analytics later shows for sessions and conversions.
Frequently asked questions
What are UTM parameters?
UTM parameters are small tags added to the end of a web address, like utm_source=newsletter. Analytics tools such as Google Analytics read them to show which campaign sent each visit.
Which UTM fields are required?
Google Analytics expects utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional and help with paid keywords and A/B tests.
Does capitalization matter in UTM tags?
Yes. 'Email' and 'email' show up as two different values in reports, so pick lowercase and stick to it. This tool lowercases your tags for you.
Should I shorten a link after adding UTM tags?
Yes. UTM links get long and ugly. A short link keeps the tags intact and is easier to share, print or put in a QR code.
Track every campaign link in one place
Create a free account to see clicks, countries and devices for each tagged link.
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