How to use it
- Paste the full address of the page, including https://. Existing query parameters and #anchors are fine.
- Fill in source, medium and campaign. Add term, content or ID if you use them.
- Optionally convert values to lowercase and replace spaces, so the same campaign is not reported under two spellings.
- Copy the tagged URL or open it to test. Add each link to the session list and copy them all as CSV for your campaign sheet.
How it works
UTM parameters are query parameters that analytics tools read to attribute a visit to a campaign. utm_source, utm_medium and utm_campaign are the core trio most tools expect; utm_term and utm_content refine the report, and utm_id links the visit to a campaign ID used for cost or data imports. Values are case-sensitive in most analytics reports, so “Email” and “email” appear as two different mediums; the lowercase option prevents that.
The builder appends the tags after any parameters the URL already has, without re-encoding those existing parameters, and keeps the #fragment at the end where browsers expect it. Your values are encoded with the standard URLSearchParams rules, so a space becomes “+” and characters such as & or % are escaped. If the URL already contains one of the UTM parameters you are setting, the tool warns you and keeps the original until you explicitly choose to replace it.
Use UTM tags only on links that lead to your site from outside, such as emails, ads and social posts. Tagging internal links on your own site starts a new session in some analytics tools and overwrites the original source of the visit.
Examples
Newsletter link
https://example.com/sale with source newsletter, medium email and campaign spring_sale becomes https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale.
Page with parameters and an anchor
https://example.com/shoes?color=red#reviews keeps color=red, adds the UTM tags after it, and ends with #reviews, so the page still scrolls to the reviews section.
Two buttons in one email
Use the same source, medium and campaign but set utm_content to header_button and footer_link. The report then shows which button got the clicks.
Frequently asked questions
Which UTM parameters are required?
Technically none: they are ordinary query parameters. In practice analytics tools need utm_source, utm_medium and utm_campaign to report a campaign properly, which is why the builder asks for those three.
Should UTM values be lowercase?
It is a good convention. Many analytics reports treat values as case-sensitive, so mixing “Facebook” and “facebook” splits the data into two rows.
Will UTM tags affect SEO?
They create URL variants of the same page. Use a canonical tag on the page pointing to the clean URL, and avoid UTM tags on internal links and in your sitemap.
Why does a space turn into a plus sign?
In query strings, “+” is the standard encoding of a space, and analytics tools decode it back to a space. If you prefer no spaces at all, replace them with _ or -.
Is the list of links saved?
No. The list is held only in the page's memory so you can copy it as CSV. It is gone when you reload or close the page.
Privacy
Links are built in your browser. URLs and campaign names are not sent to any server or stored, and the session list disappears when you leave the page.