Free tool · no account needed
UTM builder
Build trackable links in 10 seconds. See afterwards which channel, which post and which campaign really bring you customers.
Free tool · no account needed
Build trackable links in 10 seconds. See afterwards which channel, which post and which campaign really bring you customers.
UTM parameters are small pieces of text you append to a URL so you can see in Google Analytics where your visitors come from.
| Field | What it means | Example |
|---|---|---|
utm_source | The channel or website | facebook, newsletter |
utm_medium | The channel type | social, email, cpc |
utm_campaign | The campaign name | summer_sale_2026 |
utm_content | Which specific creative | reel_video, banner_top |
utm_term | For paid keywords | hairdresser_ghent |
Be consistent with capitalization. Always work in lowercase.
Use underscores, not spaces.
Document your UTM conventions.
The builder automatically converts your input to lower case and replaces spaces with underscores — that keeps your reports clean. Use your generated link everywhere you share it, and after a few weeks look in Google Analytics 4 under Reports > Acquisition > Traffic acquisition: there you see per source/medium combination how many visitors and, more importantly, how many conversions each channel delivered. That is when it gets interesting: if your Instagram bio brings in many visitors but no enquiries and your newsletter does the opposite, you know where your attention should go. Without UTMs you see all that traffic as one anonymous pile of "social" or even "direct".
Measuring is only useful once you attach decisions to it. Our blog article on measuring social media success without drowning in data explains which numbers you really need as a small business — and which ones you may ignore. Combine this builder with the link-in-bio generator from our free social media tools so every bio link becomes measurable. And if you want every post to carry a correctly tagged link automatically: let Buddy create your posts automatically — including UTMs with conventions that hold up.
Yes. The UTM convention is a Google standard.
Yes, it gets a bit longer. Use a URL shortener (Bitly, TinyURL) if you really want it shorter.
No, use the 5 standard fields.
Forever.