Free UTM link builder

They are labels added to the end of a link that analytics tools read to tell traffic sources apart. Without them every visit from a bio link, a newsletter, and a WhatsApp message lands in the same undifferentiated bucket, and there is no way to tell afterwards which one worked.

Source, medium, and campaign carry almost all the value: where it came from, what kind of link it was, and what it belonged to. Term and content only matter for paid keywords and for telling two variants of the same campaign apart — leave them empty otherwise.

Analytics tools treat these values as case-sensitive, so Instagram and instagram become two separate rows that have to be merged by hand later. Forcing lowercase keeps one campaign in one row. You can switch it off if your existing reports already use capitals.

No. The link is parsed rather than glued together, so an existing query string is preserved, a #fragment stays at the end where the browser expects it, and re-tagging a link replaces its old utm values instead of stacking a second set.

They can — a tagged link is long and visibly instrumented. That is a good reason to point the public link at a page you control and tag the links on it instead, so what people see stays short while you still learn what worked.