Free tool · UTM builder
Build links that report correctly.
Add source, medium and campaign tags to any link so every channel shows up correctly in Google Analytics — no more "(direct) / (none)" traffic that should've been tracked.
Quick fill
Values are lowercased and spaces are converted to hyphens automatically, to keep your reporting consistent.
The three tags that matter most
Term and content are optional extras — these three are what show up in every report.
Source
Where the traffic comes from — google, facebook, newsletter. This is the "who sent them" tag.
Medium
The type of channel — cpc, paid-social, email, organic. This is the "how" tag.
Campaign
The specific push it belongs to — spring-sale, brand-launch. This ties every source and medium together.
Questions about UTM tagging
What is a UTM parameter?
A short piece of text added to the end of a URL that tells Google Analytics (and other tools) exactly where a visitor came from — which source, medium and campaign sent them.
Do UTM tags affect my website or SEO?
No. They only affect how the visit is reported in analytics — the page itself loads exactly the same. They're safe to use on any link you share externally.
Why lowercase and hyphens instead of spaces?
Analytics tools treat "Newsletter" and "newsletter" as two different values. Keeping everything lowercase and consistent stops your reports from splitting one channel into several rows.
What's the difference between source and medium?
Source is where the click came from (facebook). Medium is the type of traffic it was (paid-social vs. social). The same source can appear under different mediums depending on whether the post was boosted or organic.
Should I tag internal links on my own site?
No. UTM tags are for links you share outside your own website — ads, emails, social posts. Tagging internal links resets the visitor's original source in most analytics setups.
Want your tracking set up properly?
Book a free strategy call. We'll check your analytics and conversion tracking, not just your campaigns.