UTM tag generator for links — create tagged URLs to track ad campaigns in analytics
utm_source — traffic source (e.g., google, yandex, vk). Identifies where the user came from.
utm_medium — traffic type (e.g., cpc, email, social). Specifies the acquisition channel.
utm_campaign — campaign name (e.g., spring_sale, promo_2024). Allows grouping traffic by campaigns.
utm_term — keyword (optional). Used in search campaigns to track specific queries.
utm_content — ad content (optional). Helps distinguish different ads within a campaign (e.g., banner_top, text_link).
UTM Link Builder: Generate Campaign Tracking URLs
This free UTM link builder creates properly tagged URLs for Google Analytics, GA4, and other analytics platforms. Set source, medium, campaign, and other parameters to track the performance of every marketing channel.
What are UTM parameters and why they matter
UTM parameters (Urchin Tracking Module) are query string tags appended to URLs that tell analytics platforms exactly where your traffic came from. Google Analytics, GA4, and other tools read these parameters to attribute sessions to specific campaigns, channels, and ad creatives.
Without UTM tags, traffic from email newsletters, social posts, and banner ads all shows up as "(direct) / none" — impossible to analyze. With proper tagging you can trace every click from ad to conversion.
UTM parameter reference
| Parameter | Purpose | Required? | Example value |
|---|---|---|---|
| utm_source | Traffic source: ad platform or website | Yes | google, facebook, newsletter |
| utm_medium | Traffic type: channel or format | Yes | cpc, email, banner |
| utm_campaign | Campaign name | Yes | spring_sale_2026 |
| utm_content | Differentiates ads within a campaign | No | banner_top, btn_blue |
| utm_term | Paid search keyword | No | buy+laptop |
Naming conventions
Case sensitivity
UTM values are case-sensitive: Google and google appear as two different sources in reports. Always use lowercase. Separate words with underscores (_) or hyphens (-) — pick one style and stick to it across your entire organization.
Spaces and special characters
Never use spaces — browsers encode them as %20 making your reports messy. Stick to letters, digits, underscores, and hyphens in all parameter values.
Dynamic value insertion
| Platform | Variable | What gets inserted |
|---|---|---|
| Google Ads | {keyword} | Keyword that triggered the ad |
| Google Ads | {matchtype} | Match type (e/p/b) |
| Meta Ads | {{campaign.name}} | Campaign name |
| TikTok | __CAMPAIGN_NAME__ | Campaign name |
Platform-specific tips
Google Ads
Enable auto-tagging alongside UTM parameters — they work in parallel. Auto-tagging passes gclid for enhanced bid data while UTM provides human-readable campaign attribution in GA4.
Email campaigns
Standard email tagging: utm_source=newsletter&utm_medium=email&utm_campaign=name. Include a date suffix in utm_campaign to distinguish recurring sends: digest_march_2026.
QR codes and offline ads
Tag offline materials with utm_medium=offline&utm_source=flyer — this is the only way to attribute traffic from print advertising.
FAQ
Should I tag internal links on my site?
No — UTM parameters reset the session and create a new visit. Internal links with UTM tags corrupt your source/medium data.
What about anchors (#) in URLs?
The anchor must come after all UTM parameters: ?utm_source=fb#section. Otherwise the parameters won't reach your analytics.
How do I verify UTM tags are working?
Open the tagged URL, then check GA4 under Reports → Acquisition → Traffic acquisition. Data appears within a few hours.
See also: QR code generator for offline campaigns, ROI calculator to measure campaign performance.
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