UTM link builder

Tag your links so you know which post, ad or flyer actually brought the visitors.

A UTM link is your normal web address with a few labels added to the end. Your analytics tool reads them, so you can see whether visitors came from Instagram, an email, a WhatsApp broadcast or a printed flyer.

Why use it

Stop guessing which channel works. See which post or ad brought visitors and sales.
Spend more on what works and drop what does not, with evidence instead of feelings.
Track offline marketing too: put a tagged link in a QR code on a flyer or banner.

How it works

Paste the page address you want people to visit.
Fill in the source, medium and campaign. Term and content are optional.
Copy the finished link, or turn it into a QR code or WhatsApp link.
Check your analytics campaign reports to see the visits it brings.

Good to know

UTM stands for Urchin Tracking Module. Urchin was a web analytics company that Google bought in 2005, and its work became the basis of Google Analytics.
UTM tags are case sensitive in many analytics tools, so Instagram and instagram can show up as two different sources. Lowercase everything and save yourself the tidying.
Keep a simple shared list of your source and medium names. Consistent naming is what turns a pile of links into a report you can trust.

Questions

Which UTM tags do I need?

Source, medium and campaign cover most needs. Term and content are optional extras for paid search keywords and for telling apart two links in the same campaign.

Do UTM links work with WhatsApp, QR codes and print?

Yes. The tags travel with the link wherever you put it. Put a tagged link in a QR code on a poster and you can see how many visits the poster brought.

Should I use UTM links on my own website?

No. Use them on links from outside: social posts, emails, ads, print. Tagging links between your own pages can overwrite the real source of a visit and muddle your reports.

Is my information saved?

Only on your own device, so your usual tags are there next time. Nothing you type is sent to us.

Please note

Provided free, as is, for general use. It is not marketing, legal or data protection advice. Results depend on how your analytics tool is set up, and some apps, browsers or privacy settings may strip or block tracking tags. You are responsible for following the privacy, cookie and consent rules that apply to your website and audience.