UTM link builder
Add campaign tags to any link so Google Analytics shows which post, email or advert sent each visitor. Pick where the link is going, name the campaign and copy the result.
Free, with no sign up. The link is built in your browser.
Your naming rules
Free accountSave the sources, mediums and campaign names you use most, then fill them in with one click next time, on any device.
A rule keeps everything except the page address, so you can reuse it on any link.
Links you copied on this device
Build a set for several channels
Sharing one page in lots of places is where tagging usually slips. Tick the channels and you get a link for each, all sharing the page, campaign and campaign ID from the builder above. Copy them in one go or download them for your spreadsheet.
Add a page address and a campaign name in the builder above, then tick the channels you need.
What each tag tells you
The colours match the link the builder makes, so you can see where each answer ends up.
Naming habits that keep your reports tidy
Google Analytics treats every spelling as a separate row. Facebook, facebook and fb become three sources, and your totals split three ways without any warning. Choose one spelling for each place you share links and write it down somewhere your team can find it. Tidy values in the builder takes care of capitals and spaces.
Keep medium to a short list of words Google Analytics already understands: social for posts, email for newsletters, affiliate for partners who earn commission, referral for links on other websites, and cpc or paid-social for adverts. Anything it does not recognise ends up in a channel called Unassigned, which tells you nothing.
Never tag the links between pages of your own site. A tagged link starts a fresh session, so the visitor’s real source is replaced by your internal tag and the channel that actually brought them in loses the credit.
Tag the links you control rather than the ones you hand on. Tags on an affiliate link travel to the merchant’s analytics, not yours. To find out which posts send buyers towards an offer, tag the link to your own review or guide page and measure the affiliate clicks from there.
UTM questions
Short answers on tagging, reporting and where UTM links do more harm than good.
What is a UTM link?
A normal web address with a few tags added to the end, such as ?utm_source=instagram&utm_medium=social. The page opens exactly as it always does, but Google Analytics and most other analytics tools read the tags and record where the visit came from.
Which tags do I need?
Source, medium and campaign cover almost every case. Source names the place, medium decides which channel Google Analytics files the visit under, and campaign groups everything from one promotion. Content, term and campaign ID are there when you need finer detail.
Where do I see the results in Google Analytics 4?
Open Reports, then Acquisition, then Traffic acquisition, and switch the table to Session source / medium or Session campaign. The Realtime report shows tagged visits within minutes; standard reports can take a day or two to fill in.
Do UTM tags harm my search rankings?
Not on links you share elsewhere. Most sites have a canonical tag pointing search engines to the clean address, so tagged copies of a page are not treated as separate pages. Keep tags off the links between pages of your own site, where they cause problems in your analytics instead.
Can I put UTM tags on affiliate links?
You can, but the tags report to the merchant’s analytics rather than yours, and some networks drop them when they redirect. To measure which posts send people to an offer, tag the link to your own review or guide page. Most affiliate networks also give you a sub ID or click reference field for tracking inside their own reports.
Why does the builder change my capital letters?
Analytics tools treat Instagram and instagram as two different sources, so mixed spellings split your figures without warning. Tidy values keeps everything in lower case with hyphens or underscores in place of spaces. Untick it if you need the exact text.
Is anything I type sent to Affiliate Choice?
No. The link is built in your browser. Links you copy are kept on this device so you can find them again, and naming rules are only sent to us if you choose to save them to your free account.
Keep your naming rules in one place
A free account saves your sources, mediums and campaign names so every link you build matches the last one. We will also tell you when new tools go live.