UTM Link Builder
Tag the links you share on Instagram, LinkedIn, YouTube, email and WhatsApp so Google Analytics shows exactly which post or campaign sent each visitor.
Paste the page you want to link to, then fill in utm_source (where the link is, e.g. instagram), utm_medium (the type of traffic, e.g. social or email) and utm_campaign (the campaign name). The builder adds them to your URL in the format Google Analytics expects, keeps values lowercase and gives you a link to copy. Google Analytics Help says you should always use those three parameters, and values are case sensitive.
| Parameter | Value |
|---|
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What each UTM parameter means
These are the parameters Google Analytics Help lists for custom campaign URLs (URL builders: Collect campaign data with custom URLs):
| Parameter | What it identifies | Example |
|---|---|---|
utm_source (always use) | The referrer: the site, app or newsletter the link sits in | instagram, newsletter, google |
utm_medium (always use) | The marketing medium | social, email, cpc, banner |
utm_campaign (always use) | The product, slogan, promo code or campaign | diwali-sale, spring_sale |
utm_id | A campaign ID, matching IDs you use in imported campaign data | 2026-q4-01 |
utm_term | The paid keyword | social media agency |
utm_content | Which creative or link was clicked, e.g. two buttons in one email | bio_link, top_button |
Google also lists utm_source_platform, utm_creative_format and utm_marketing_tactic. Its Help page notes that the last two aren’t currently reported in Google Analytics properties, so this tool leaves them out.
How to use the UTM link builder
- Paste the landing page URL, the exact page people should see.
- Pick a preset for where you’ll share it, or type your own source and medium.
- Name the campaign the same way every time (for example
diwali-sale-2026). - Add utm_content if you have more than one link in the same place, such as two buttons in an email.
- Copy the link, click it once to test it, then share it. Check the visit appears in Google Analytics under Acquisition > Traffic acquisition.
UTM naming rules that keep reports clean
Google Analytics Help recommends a standard naming strategy so traffic isn’t split across rows or put in the wrong channel group:
- Lowercase everything. Values are case sensitive: “Instagram” and “instagram”, or “SpringSale” and “Spring_Sale”, show up as different values.
- One source per platform (for example
instagram,facebook,linkedin) and one medium per channel (social,paid_social,email). - One campaign name per campaign, matching the name you use in your ad platform.
- Set the core parameters together. Google notes that missing parameters show as “(not set)” in reports.
- Keep a shared sheet of the values your team uses. Our tip: write the rules down before the campaign starts.
Where to use UTM links on social media
- Instagram bio and Story link stickers: use different utm_content values so you can compare them. See how to add links to Instagram Stories and bio.
- YouTube descriptions: tag the first link in the description. Our YouTube description generator builds the rest of the description.
- LinkedIn posts and company pages: tag links to case studies and sign-up pages. See LinkedIn company page optimisation.
- Email and WhatsApp: use
emailormessagingas the medium so they don’t mix with social. - QR codes on print: a tagged URL is the only way to tell visits from a flyer apart from someone typing your address.
Example
For a Diwali sale link in an Instagram bio, the default example above gives:
https://www.example.com/diwali-offer/?utm_source=instagram&utm_medium=social&utm_campaign=diwali-sale-2026&utm_content=bio_link
Google Analytics would show this visit with session source instagram, medium social and campaign diwali-sale-2026.
Common UTM mistakes
- Tagging internal links on your own website. It overwrites where the visitor really came from.
- Mixing capitals and spellings (“Facebook”, “facebook”, “fb”) for the same platform.
- Putting personal data in UTM values, such as email addresses or names. Google Analytics doesn’t allow sending personally identifiable information (Best practices to avoid sending PII).
- Forgetting to test the link before printing or posting it.
Google also offers its own Campaign URL Builder. This tool does the same job with social media presets and cleanup built in. To turn the numbers into a monthly report, use our monthly social media report template, or start with a free social media audit.
Using the link on a flyer, menu or shop counter? Turn it into a scannable code with our QR code generator; it can add the UTM tags for you.
Sources
- Google Analytics Help, URL builders: Collect campaign data with custom URLs, checked 6 October 2026.
- Google Analytics Help, Best practices to avoid sending Personally Identifiable Information (PII), checked 6 October 2026.
- Google, Campaign URL Builder, checked 6 October 2026.
UTM Link Builder FAQ
What is a UTM link?
A normal web address with campaign parameters added after a question mark, such as ?utm_source=instagram&utm_medium=social&utm_campaign=diwali-sale. When someone clicks it, Google Analytics records those values so you can see which campaign sent the visit.
Which UTM parameters are required?
Google Analytics Help says that when you add parameters to a URL you should always use utm_source, utm_medium and utm_campaign. utm_id, utm_term and utm_content are optional.
Are UTM parameters case sensitive?
Yes. Google Analytics Help says parameter values are case sensitive, so utm_source=google and utm_source=Google are reported separately. This tool converts values to lowercase by default.
Where do I see UTM data in Google Analytics?
In the Traffic acquisition report (Acquisition > Traffic acquisition), using dimensions such as Session source/medium and Session campaign.
Should I add UTM links to my own website’s internal links?
No. UTM parameters are for links from other places (social posts, emails, ads, QR codes) to your site. On internal links they would overwrite the original source of the visit.
Do UTM parameters affect SEO?
Use them on links you share elsewhere, not in your own site navigation. If tagged URLs could be indexed, a canonical tag on the page pointing to the clean URL helps search engines treat them as the same page.
Is anything I type saved?
No. Links are built in your browser. Nothing is sent to us or stored.
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