UTM builder
Build clean campaign links one at a time — or paste a whole list and tag every URL at once.
Runs entirely in your browser. Nothing you paste is uploaded or stored.
What this tool does
It writes campaign parameters onto your links the way analytics platforms expect them, and it fixes the two mistakes that quietly ruin reports: inconsistent capitalisation and spaces inside parameter values. Both create duplicate rows in your traffic report weeks later, when the campaign is already running and the links are already out in the world.
The “Many links” mode exists because tagging is rarely a one-link job. A single campaign launch usually means a landing page, three blog posts and a pricing page, each going to five placements. Pasting the list and exporting a CSV takes about a minute instead of half an hour of copy-paste.
How to use it
- Paste your destination URL, or switch to Many links and paste one URL per line.
- Pick a preset if you are tagging for a known platform — it fills in source and medium with the conventional values.
- Fill in campaign, and optionally term and content to split reports further.
- Copy the result, or download the whole batch as CSV.
A naming convention that survives contact with reality
The parameters are free text, which is exactly the problem: six months in, nobody remembers whether it was paid_social or paid-social. Pick one shape and write it down.
- source — the platform, never the format:
google,facebook,newsletter,partner-name. - medium — the traffic type, from a short fixed list:
cpc,email,paid_social,social,affiliate,referral. - campaign — what you are measuring plus when:
spring-sale-2026,webinar-may,black-friday-2026. - content — the creative variant, for A/B splits:
hero-banner-a,text-link-footer. - term — the keyword or audience, mostly used in paid search.
The one rule worth enforcing: never put anything private in a UTM tag. Campaign links are visible in the address bar, get shared, and end up in referrer logs of other sites.
Questions
What do source, medium and campaign actually mean?
Source is where the click comes from (google, newsletter, partner site). Medium is the type of traffic (cpc, email, paid_social). Campaign is the specific push you want to measure, such as spring-sale-2026. Analytics groups your reports by these three, which is why they are the required ones.
Why does everything get lowercased?
Analytics platforms treat Email and email as two separate sources, so a single capital letter splits one campaign across two rows in your report. Lowercasing every value on the way out prevents that. You can switch it off if your reporting depends on case.
Can I tag hundreds of links at once?
Yes. Switch to "Many links", paste one URL per line, and the same parameters are applied to all of them. You can copy the whole list or download it as a CSV with the original and tagged URL side by side.
Will UTM tags break my Google Ads tracking?
They coexist, but if auto-tagging is on, Google Ads appends gclid and that takes priority in Google Analytics. Either turn auto-tagging off, or use UTM tags mainly for platforms that do not tag automatically.
Is anything sent to your server?
No. The tool is JavaScript running on your device — your URLs never leave the browser, and nothing is logged or stored.