Free tool
Free UTM builder
Add UTM tags to any link so you can see which campaigns bring in visitors and sales. No sign-up. Everything runs in your browser.
The page people should land on. Existing parameters and #anchors are kept.
utm_sourceWho is sending the traffic.
utm_mediumThe type of traffic.
utm_campaignThe promotion or launch.
utm_contentWhich link, ad or creative.
utm_termThe keyword, for paid search.
utm_idAn ID that matches your cost data.
utm_source_platformThe platform that bought or managed the traffic.
utm_creative_formatNot shown in GA4 reports yet.
utm_marketing_tacticNot shown in GA4 reports yet.
Recent links
Links you copy are saved here, in this browser only. Nothing is sent to us.
What each UTM parameter does
UTM parameters are tags added to the end of a link. When someone clicks it, your analytics tool reads the tags and records where the visit came from. Source, medium and campaign are the three Google says to always set. Leave one out and that field shows as (not set) in your reports.
| Parameter | What it records | Examples |
|---|---|---|
utm_source | Who sent the visitor | newsletter, instagram, partner_blog |
utm_medium | The type of traffic | email, social, cpc, referral |
utm_campaign | The promotion, launch or theme | spring_sale, new_arrivals |
utm_content | Which link or creative was clicked | header_button, video_15s |
utm_term | The keyword, for paid search | linen shirt |
utm_id | A campaign ID that matches your cost data | sp26_001 |
utm_source_platform | The platform that bought or managed the traffic | dv360 |
utm_creative_format | The kind of creative (not reported in GA4 yet) | video, carousel |
utm_marketing_tactic | The targeting approach (not reported in GA4 yet) | prospecting, remarketing |
The last three came in with Google Analytics 4. GA4 doesn't report utm_creative_format or utm_marketing_tactic yet, so most people can skip them (Google's list).
Pick a medium your analytics tool recognises
Source and medium together decide which channel a visit is filed under. GA4 checks them against fixed rules, so a made-up medium such as newsletter or influencer usually ends up in Unassigned. These are the values its default channel groups look for (full rules):
| Channel | utm_medium |
|---|---|
| email (or email as the source) | |
| Organic social | social, social-media or sm (or a social site as the source) |
| Paid search | cpc, ppc or anything starting with paid, with a search engine as the source |
| Paid social | cpc, ppc or anything starting with paid (such as paid_social), with a social site as the source |
| Display | display, banner or cpm |
| Affiliates | affiliate |
| Referral | referral |
| SMS | sms (or sms as the source) |
Put the name of the newsletter or the influencer in utm_source or utm_content instead. That way the medium stays standard and the detail is still there.
Naming rules that save a cleanup later
- Use lowercase. UTM values are case-sensitive, so
Facebookandfacebookbecome two sources. The builder lowercases values by default. - Pick one separator.
spring_sale,spring-saleandspringsaleend up as three campaigns. - Keep a short list of sources and mediums and write it down where your team can find it. Most UTM mess comes from three people tagging the same channel three ways.
- Put dates or versions in the campaign, not the source:
2026-11_black_friday, notfacebook_nov.
Common UTM mistakes
- Tagging your own internal links. A homepage banner tagged
utm_source=newsletterrelabels everyone who clicks it as a newsletter visitor, halfway through their visit. - Adding a second set of tags. If a link already has UTMs and you add more, tools may read either set. The builder replaces existing tags instead.
- Putting tags after the #. Anything after
#stays in the browser and many tools never see it. The builder keeps the#anchorat the end. - Personal data in a tag. Never put an email address or a name in a UTM value. Analytics tools store it, and Google Analytics forbids it.
- Redirects and shorteners that drop the tags. Click your finished link once and check the tags are still in the address bar when the page loads.
- Tagging Google Ads links by hand when auto-tagging is on. Google adds its own
gclid, and when a click carries both, GA4 uses the auto-tagged values by default. Your manual tags may not show up at all.
Questions
Do UTM parameters affect SEO?
Not if your pages have a canonical tag. That tells search engines the tagged and untagged versions are the same page. Just keep UTM tags off links inside your own site.
Are UTM tags case-sensitive?
The values are. utm_source=Google and utm_source=google show up as separate rows in GA4, even though both count towards the same default channel.
Do I need UTMs on every link?
Tag every link you control that points to your site from somewhere else: emails, SMS, social posts, ads, partner links, QR codes. Don't tag links inside your own site.
Is this builder really free? Do you store my links?
Yes, it's free with no account. The links are built in your browser and never sent to us. Recent links are saved in your browser's local storage so you can copy them again or download them as a CSV. Clear them any time.
How do I share a set of tags with my team?
Fill in the fields and click Share this setup. You get a link to this page with the same values filled in.
Further reading
The attribution glossary explains the terms you'll run into once tagged traffic starts showing up in reports. This builder is made by Prism, which matches Shopify orders to the tagged links that led to them.