UTM Campaign Builder
Build a tagged campaign URL with the labels normalised the same way every time — lower case, hyphens, nothing else — so one campaign does not arrive in your analytics split across four rows.
Campaign URL
How it works
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Start from the destination URL
The page you actually want people to land on. If you leave the protocol off, https:// is added for you, and any query string already on the URL is kept rather than overwritten.
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Fill in source, medium and campaign
Where the link lives, what kind of link it is, and which campaign it belongs to. Content and term are optional and are left out of the URL entirely when empty, rather than added as blanks.
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Copy the tagged URL
Every value is lower-cased and spaces become hyphens before it is written into the link, so the tag you paste is already in the form your analytics should group on.
Who this is for
Newsletters
Tell the traffic from this week’s email apart from last week’s, which is impossible once both arrive as plain referral traffic.
Paid social
Separate the ad from the organic post pointing at the same page. Without tags they are the same row, and the ad’s performance is unknowable.
Partner links
Give each partner a distinguishable link without building a redirect or asking anyone to install anything.
Print and offline
Build the URL, then download its QR code straight from this page so scans show up as their own source. For a 3D-printable version of the same code, the 3D QR generator takes a tagged URL happily too.
New to UTM tags? Read UTM parameters explained: how to tag links for GA4.
Questions
- What is the difference between source and medium?
- Source is where it came from — newsletter, a partner’s name, a specific network. Medium is the kind of channel: email, cpc, social, referral. Source answers who, medium answers how.
- Why does capitalisation matter?
- Most analytics tools treat Email and email as two separate mediums, which quietly splits one campaign into two rows. This builder lower-cases everything for you, so the convention is applied whether or not you remember it.
- What happened to my accented characters?
- They are removed. The normalisation keeps only letters a to z, digits, hyphens and underscores, so a campaign typed as café-lancement arrives as caf-lancement. Accented words are best avoided in tags entirely — write them without accents rather than letting them be trimmed.
- Will UTM tags show up to visitors?
- Yes, they are visible in the address bar. Do not put anything in them you would not want a visitor to read, and never put personal data in a URL.
- Do these tags follow the user around?
- No. They label the visit that arrived through that link. They are not a cookie and they do not track anyone between sites.
- Does it break a URL that already has parameters?
- No. The existing query string is preserved and the UTM values are added alongside it, and a fragment at the end of the URL stays at the end where it belongs. A tag with the same name as an existing parameter replaces it.
- Can I get a QR code for the tagged URL?
- Yes. Every time you build the URL, a QR code for it appears alongside — download it as a PNG straight from this page. It updates whenever you rebuild, so the code always points at the current tagged link, not an older one.
- Which parameters are required?
- Google Analytics reads source, medium and campaign as the core set, and a visit with no medium usually shows up as (not set) and is often reported under the Unassigned channel, so the tool warns when any of the three is blank. A medium that Google does not recognise, such as email-newsletter instead of email, can land in Unassigned too. Content and term are optional extras. The tool also lists any label it had to tidy, so you can see exactly what changed.