Free UTM Link Generator — Build Campaign Tracking URLs for Google Analytics

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What Is a UTM Link Generator?

A UTM link generator (also called a UTM builder or campaign URL builder) is a free tool that appends UTM tracking parameters to your URLs. These parameters — recognized by Google Analytics, GA4, and other analytics platforms — allow you to track exactly where your website traffic comes from, which campaigns drive clicks, and how different marketing channels perform.

Why UTM Tracking Matters

Without UTM parameters, your analytics lumps traffic together as "direct" or "referral" with no campaign-level detail. UTM tagging gives you:

  • Campaign attribution — see exactly which email, ad, or social post drove each visit
  • Channel comparison — compare performance across Facebook, Google Ads, email, and more
  • ROI measurement — tie revenue back to specific marketing initiatives
  • A/B testing clarity — distinguish traffic from different ad creatives or CTAs
  • Budget optimization — allocate spend to channels that actually convert

The 5 UTM Parameters Explained

utm_source (Required)

Identifies where the traffic comes from. Examples: google, facebook, newsletter, twitter. This is the platform or website sending visitors to you.

utm_medium (Required)

Describes the marketing medium or channel type. Examples: cpc (paid search), email, social, banner, affiliate.

utm_campaign (Required)

Names the specific campaign. Examples: spring_sale_2026, product_launch, black_friday. Use consistent naming conventions across your team.

utm_term (Optional)

Tracks paid search keywords. Useful for identifying which keywords triggered your ad. Example: running+shoes.

utm_content (Optional)

Differentiates ad creatives or links within the same campaign. Example: banner_top vs. banner_sidebar, or cta_red vs. cta_blue.

How to Use Our UTM Link Generator

  1. Enter your destination URL (the page you want to track)
  2. Fill in the utm_source, utm_medium, and utm_campaign fields
  3. Optionally add utm_term and utm_content for more granular tracking
  4. Click Generate to create your tagged URL
  5. Copy the UTM link and use it in your campaigns

UTM Naming Best Practices

  • Use lowercase for all UTM values — they're case-sensitive in Google Analytics
  • Use underscores or hyphens instead of spaces (e.g., spring_sale, not spring sale)
  • Be consistent — create a naming convention document for your team
  • Keep values descriptive but concise — future-you will thank present-you
  • Never use UTM tags on internal links — they override the original source and skew your analytics

Common Use Cases

  • Email marketing — tag links in newsletters to measure click-through and conversions
  • Social media campaigns — distinguish organic posts from paid promotions
  • Google Ads — supplement auto-tagging with custom UTM parameters
  • Influencer partnerships — give each influencer unique UTM links to track performance
  • QR codes — embed UTM-tagged URLs in print materials for offline-to-online tracking

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Frequently Asked Questions

Do UTM parameters affect SEO?

No. UTM parameters are query strings that analytics tools read — search engines generally ignore them. However, avoid using UTM links in places that could create duplicate content issues. Google recommends using the canonical tag to point to the clean URL.

Can I use UTM parameters with GA4?

Yes. Google Analytics 4 (GA4) fully supports UTM parameters. Traffic with UTM tags appears in the Traffic Acquisition and User Acquisition reports under Source, Medium, and Campaign dimensions.

Should I use UTM tags on internal links?

No. Adding UTM parameters to internal links (links within your own site) will start a new session in Google Analytics, overriding the original traffic source. Use event tracking instead for internal link clicks.

How many UTM parameters should I use?

At minimum, always include the three required parameters: utm_source, utm_medium, and utm_campaign. Add utm_term and utm_content when you need additional granularity, such as differentiating ad creatives or tracking specific keywords.

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