Free UTM builder
Clean, consistent campaign links so you finally know which post, ad or creator drove the sale.
Quick answer: Add utm_source, utm_medium and utm_campaign to every external link. Keep values lowercase and hyphenated, and never put UTMs on internal links.
https://www.example.com/landing?utm_source=facebook&utm_medium=paid-social&utm_campaign=diwali-sale
Frequently asked questions
What is a UTM link?
A UTM link is a normal URL with tracking parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) so Google Analytics can tell which campaign sent each visitor.
Which UTM parameters are required?
Use utm_source, utm_medium and utm_campaign on every link. utm_term and utm_content are optional — use them for keywords or to compare ad variants.
Should UTM values be lowercase?
Yes. Analytics treats 'Instagram' and 'instagram' as different sources. This builder lowercases and hyphenates values automatically.
Should I add UTMs to internal links on my website?
No. UTMs on internal links restart sessions and corrupt attribution. Use them only on links from outside your site — ads, emails, social posts, WhatsApp.