Free UTM builder: campaign URL generator

The parameters, in Google's words

Google Analytics reads these parameters from the end of a link and files the visit under them. The descriptions below are Google's own, from its help page URL builders: Collect campaign data with custom URLs, which also says: "When you add parameters to a URL, you should always use utm_source, utm_medium, and utm_campaign."

Parameter	Google's description	Example
`utm_source`	Referrer, for example: google, newsletter4, billboard	`sms`
`utm_medium`	Marketing medium, for example: cpc, banner, email	`sms`
`utm_campaign`	Product, slogan, promo code, for example: spring_sale	`summer_sale`
`utm_id`	Campaign ID. Used to identify a specific campaign or promotion.	`2026_07`
`utm_term`	Paid keyword	`running_shoes`
`utm_content`	Use to differentiate creatives, for example two call-to-action links in the same email	`header_link`

A naming system that keeps your reports clean

Pick lowercase and stick to it. Analytics treats Email and email as two different values, so one capital letter splits a campaign in two. That is why the lowercase box above is on by default.
No spaces. Use underscores or hyphens, and use the same one everywhere: summer_sale, not Summer Sale.
Source is who, medium is how. A text message is utm_source=sms&utm_medium=sms or, if you text through a platform, utm_source=yourplatform&utm_medium=sms. A printed flyer is utm_source=flyer&utm_medium=qr.
Keep a shared list. One sheet with the values your team is allowed to use prevents ig, insta and instagram from becoming three sources.
Only tag links that point at your site from outside it. Tagging links between pages of your own site can overwrite where the visit really came from in your reports.

The problem with the link you just built

A fully tagged URL is long, and long links are exactly the kind people hesitate to tap in a text message. They also make dense QR codes: the density note under the builder shows your link's module count next to a branded short link's, calculated live.

Linkturf's link builder puts the same UTM parameters behind a short link on your own domain, like go.yourbrand.com/sale. The customer sees your name, the code prints simpler, and Google Analytics still receives every parameter on the redirect. Every click is also counted in your own dashboard.

UTM questions

What is a UTM builder?

A tool that adds UTM parameters to the end of a link so Google Analytics can record which campaign, source and medium sent each visitor. This one runs entirely in your browser.

Which UTM parameters are required?

Google's help page 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. Analytics treats Email and email as two different values, which splits your reporting. Using lowercase everywhere avoids it.

What is the difference between utm_campaign and utm_id?

utm_campaign is a readable name like summer_sale. Google describes utm_id as a campaign ID used to identify a specific campaign or promotion.

Should I put UTM parameters on links inside my own website?

No. Tag links that bring people to your site from outside it. Tagging internal links can overwrite where the visit originally came from in your reports.

Can I shorten a UTM link?

Yes. A short link that redirects to your tagged URL passes the parameters along. On Linkturf the short link runs on your own domain, and the UTM builder is part of every plan.

UTM builder