UTM Link Builder
Add source, medium and campaign tags to your link and see clearly in Google Analytics what each post brings in. Everything runs in your browser; nothing you type is sent anywhere.
When you share the same page on LinkedIn, in a newsletter and in a QR code, Google Analytics may see them all as one source. UTM tags let you measure each share separately, so you can see with data which channel really brings visitors and conversions.
How to use it
- Paste the address of the page you are sharing.
- Pick a preset or fill in the source, medium and campaign fields.
- Copy the link, or turn it into a QR code in one click.
- A few days later, check source / medium and campaign in the acquisition reports in Google Analytics.
Frequently asked questions
Do UTM parameters affect SEO?
Not on links you share elsewhere. But don’t add UTMs to internal links: it overwrites the visitor’s real source and multiplies parameter copies of the same page.
Which fields are required?
Technically one field is enough, but for meaningful reports use utm_source, utm_medium and utm_campaign together.
What happens if I use capital letters?
Google Analytics is case-sensitive: “LinkedIn” and “linkedin” show up as two sources. That is why the tool lower-cases everything by default.
The UTM link is very long. Can I shorten it?
Yes. A link shortener does not break the tags; the short link redirects to the tagged address.
Do I need UTMs for Google Ads?
Not if auto-tagging is on; Google Ads adds its own gclid parameter and it links up with Analytics automatically.
What is a UTM, and what is it for?
UTMs are small tags added to the end of a link. When someone clicks that link, tools like Google Analytics read the tags and record where the traffic came from, through which channel and from which campaign. So when you ask "how many visitors did LinkedIn bring this month?", you answer with data, not a guess.
What each field means
| Parameter | Used for | Example |
|---|---|---|
utm_source | The platform or site the traffic comes from | linkedin, beehiiv, instagram |
utm_medium | The type of channel | social, email, newsletter, cpc |
utm_campaign | The campaign or series | marketing-newsletter, november-sale |
utm_content | Telling apart links in the same campaign | issue-01, top-button, bottom-button |
utm_term | The keyword in paid search | marketing-plan |
utm_id | The ad campaign ID | 2026-q4 |
Good UTM habits
- Always use lower case. Analytics counts "LinkedIn" and "linkedin" as two different sources.
- Use dashes instead of spaces. Spaces get encoded in the link and become hard to read.
- Keep a naming dictionary. Decide your source and medium names once and always use the same ones.
- Don't use UTMs on internal links. Adding UTMs to links between your own pages overwrites the visitor's real source.
- Link shorteners are fine. Shortening a long UTM link does not break the tags.