UTM link builder

What it does

A UTM builder adds tracking parameters to a landing page URL so that analytics can tell which email, ad or post sent each visitor. The builder keeps any query string the URL already has, cleans each value, and warns when one of the three required parameters is empty. Channel presets fill in the usual source and medium pairs so the team uses the same spelling every time. The result is a copyable link and a table showing exactly what each parameter will record.

How to use it

1. Paste the landing page URL, including https://.
2. Choose a channel preset, or leave it on Custom and type the source and medium yourself.
3. Name the campaign. Use something you will still recognise in six months, such as spring_sale_2026.
4. Add term or content only if you need to tell links apart within the same campaign.
5. Copy the tagged URL and paste it into the email, ad or post. Shorten it with your link shortener if it will be read aloud or printed.

How to read the result

The status badge turns green only when source, medium and campaign are all filled in. If it reads "Missing utm_medium", reports will file the visits under a generic bucket and you will not be able to compare email with social later.

Take a link tagged with source newsletter, medium email and campaign spring_sale_2026. In your analytics acquisition report it will appear as the row newsletter / email, and the campaign report will show spring_sale_2026 with its sessions, conversions and revenue. If a second link in the same email uses content header_button and a third uses content footer_text, the content report tells you which placement earned the clicks.

The length figure matters for print and SMS. A tagged URL of 140 characters is fine in an email, but awkward on a poster, so pair it with a short link or a QR code.

For help setting up conversion tracking around these links, see our technical SEO service, or build the sharing links first with the social share link generator.