Link Generator

When someone lands on your site, analytics can see that they arrived but not why — was it the newsletter, a paid ad, or a partner's tweet? UTM parameters answer that. They're five well-known query-string tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that Google Analytics, GA4, and virtually every other analytics tool read automatically to attribute a visit to a specific campaign. This builder assembles them correctly so you don't have to hand-edit query strings and risk a typo that silently drops your tracking.

Steps

1. Enter the destination URL — the page the link should open. If you omit the scheme, https:// is added automatically.
2. Fill in the campaign fields:
   • utm_source — where the traffic comes from: newsletter, twitter, google.
   • utm_medium — the type of channel: email, cpc, social, referral.
   • utm_campaign — the campaign name that ties everything together: spring_launch.
   • utm_term / utm_content — optional. Use utm_term for a paid-search keyword and utm_content to tell two variants apart (e.g. header_button vs footer_button) in an A/B test.
3. Copy your tracking URL and use it in the ad, email, or post.

How the link is built

The builder parses your URL and sets each utm_* value as a proper query parameter, so the result is always valid: values with spaces are percent-encoded, and the ? / & separators are placed correctly. Existing query parameters are preserved — if your link already has ?ref=partner, that stays, and only the utm_* values are added or replaced. Leaving a field blank removes that one parameter rather than writing an empty utm_source=. It's plain local string assembly; the URL you type is never sent anywhere. A finished link looks like https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch — the tags ride along in the address, and your analytics reads them the moment someone clicks through.

Where the data shows up

In GA4, these values populate the Traffic acquisition report under Session source / medium and Session campaign; in Universal Analytics they landed under Acquisition → Campaigns. The tag names are a fixed convention every major analytics tool recognizes, which is why sticking to the standard utm_source/utm_medium/utm_campaign spelling matters — a misspelled utm_campain is simply ignored and the click shows up as untagged traffic.

Conventions and gotchas that actually bite people

• UTM values are case-sensitive. In your reports, Facebook, facebook, and FaceBook become three separate sources that never add up. Pick one style — lowercase, no spaces — and stick to it across every link.
• Don't tag internal links. Putting UTMs on links between pages of your own site restarts the session and overwrites the original source, so you lose the real referrer. UTMs belong only on links pointing into your site from outside.
• source and medium are the pair that matters. Every campaign should have both; utm_campaign alone with no source/medium leaves your acquisition reports half-blank.
• Keep a naming key. Because these strings are freeform, email vs e-mail vs Email fragment your data. A shared spreadsheet of approved values pays off fast once several people are making links.