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UTM builder: campaign links that land in the right row
Paste a link, pick the platform, name the campaign. You get a clean tagged link with lowercase values and no spaces, ready to paste. Nothing leaves your browser.
How to use the UTM builder
A UTM link is your normal link with a few labels on the end. When someone clicks it, your analytics tool reads the labels and files the visit under the right source, medium and campaign. Without them, a click from an Instagram story and a click from a newsletter can both arrive as "direct" or "referral", and you cannot tell what worked.
- Paste the page link. Use the exact page you want people to land on, with https://.
- Pick the platform. The preset fills utm_source with the name analytics tools know (X stays "twitter", which Google Analytics already recognises) and utm_medium with "social".
- Name the campaign. One short name per campaign, the same everywhere: "spring-menu-2026", not "Spring Menu" on Monday and "spring_menu" on Friday.
- Use content to compare versions. If you post two versions, give them utm_content values such as "carousel-a" and "video-b".
- Copy and post.
The five parameters
- utm_source: where the click came from, such as instagram, facebook, linkedin, newsletter.
- utm_medium: the kind of channel, such as social, email, cpc, paid_social.
- utm_campaign: the campaign or promotion name.
- utm_content: which version of the post or which link in it.
- utm_term: mainly for paid search keywords; leave it empty for social posts.
Naming rules that keep reports clean
Analytics treats every different spelling as a different row. Keep everything lowercase, use hyphens instead of spaces, and write the rules down so everyone on the team uses the same names. Never put personal data, such as an email address, in a UTM value: it ends up in reports that many people can read.
If the page link already has parameters, the builder keeps them and adds the UTM tags after them, and replaces any utm_ tags that were already there, so you never post a link with two different sources.
Questions
Straight answers.
What are UTM parameters?
Five tags added to the end of a link: utm_source (where the click came from), utm_medium (the kind of channel), utm_campaign (which campaign), and the optional utm_content and utm_term. Analytics tools such as Google Analytics read them to group your visits.
Which utm_medium should I use for social posts?
Use "social" for unpaid posts. Google Analytics 4 files visits with medium social (or a known social source) under Organic Social. For paid ads use "paid_social" or "cpc", so paid and unpaid traffic stay apart.
Should UTM values be lowercase?
Yes. Analytics treats "Instagram" and "instagram" as two different sources. This builder lowercases everything and turns spaces into hyphens unless you switch that off.
Can I use UTM links on my own website?
Do not tag links from one page of your site to another. In Google Analytics a UTM link starts a new session, so the visit loses its real source. Tag links you post elsewhere.
Does this shorten links?
No. Shorteners hide where a link goes, and several platforms trust them less. Most platforms shorten long links for display anyway.