UTM Builder, up to 100 links at once

What are UTM parameters?

UTM parameters are short tags added to the end of a link, like ?utm_source=newsletter&utm_medium=email, that tell Google Analytics and other tools where a visit came from. There are five standard ones:

Parameter	What it tells you	Example	In this builder
utm_source	Where the traffic comes from: a site, a platform, a newsletter	google, newsletter	Required
utm_medium	The marketing channel	cpc, email	Recommended
utm_campaign	The campaign or promotion	spring_sale	Recommended
utm_content	Which ad, link or creative was clicked	banner_a	Optional
utm_term	The paid keyword	running_shoes, {keyword}	Optional

Google Analytics 4 also reads utm_id and a few newer parameters. If your page URL already has them, the builder keeps them and only replaces the five above.

How to build UTM links in bulk

1. Paste the page your links should open. The builder keeps any query string and #anchor it already has.
2. Fill in the source, and ideally the medium and campaign. Click a suggestion to add a common value.
3. For several links at once, separate values with commas: google, facebook as the source and spring_sale, black_friday as the campaign gives four links.
4. Copy one link or all of them. From four links up, you can also download them as a CSV.

The builder makes every combination of your values in a fixed order (source, then medium, campaign, content and term) and stops at 100 links. If your values would make more, it tells you how many and shows the first 100.

UTM naming rules that keep your reports clean

• Use lowercase. Google Analytics treats Facebook and facebook as two different sources. The builder lowercases values by default.
• Use underscores, not spaces. A space becomes %20 in the link and is easy to mistype later. The builder turns spaces into underscores by default.
• Pick one convention and keep it. Use cpc everywhere, not cpc in one campaign and paid in the next, or the same channel splits across your reports.
• Never put personal data in a UTM. No email addresses or names: links end up in logs and analytics, and Google Analytics doesn't allow personal data.
• Don't tag links between your own pages. A UTM on an internal link overwrites where the visitor really came from.

UTM links for Google Ads

Turn on auto-tagging first: Google Ads then adds a click ID to every ad click, and Google Analytics reads the campaign data from it, as long as your Google Ads account is linked to Google Analytics. Add UTMs on top when other tools need to read the campaign too, such as a CRM, a personalization tool or your own reports.

Google Ads fills in ValueTrack placeholders at click time: utm_term={keyword} records the keyword that triggered the ad, and utm_content={creative} the ad's ID. The builder keeps the braces and placeholder names as they are, so they keep working.

Final URL suffix. To tag a whole campaign at once, switch the builder to Google Ads Final URL suffix. You get only the part after the ?, for example utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term={keyword}. Paste it into the Final URL suffix field in the campaign's URL options, and Google adds it to every ad's landing page.

UTMs that change the page, not just the report

UTMs usually stop at the report: you learn which campaign converted, after the fact. Convertus.ai, an AI tool for website personalization and Google Ads, reads the same UTMs as the visitor arrives and shows a version of your page written for that campaign, so the ad's promise is on the page it lands on. See how website personalization works.

Frequently asked questions

What is a UTM builder?

A UTM builder adds UTM parameters to a web address for you, so every link you share reports where its visitors came from. This one builds up to 100 tagged links at once from comma-separated values, right in your browser.

Are UTM parameters case sensitive?

Yes. Google Analytics reports "Email" and "email" as two different mediums, so keep every value lowercase. The builder lowercases values for you by default.

Do UTM parameters affect SEO?

No, they don't change how your page ranks. Use them on links you share, such as ads, emails and social posts, never on links between your own pages, and keep a canonical tag on each page pointing to its clean URL.

Do I need UTMs if Google Ads auto-tagging is on?

Not for Google Analytics, as long as your Google Ads account is linked to it: auto-tagging then passes the campaign data. Add UTMs when another tool also needs to read the campaign, such as a CRM or a personalization tool.

Where do I see UTM data in Google Analytics 4?

In Reports, then Acquisition, then Traffic acquisition. Change the table to Session source / medium or Session campaign to see your UTM values.

How many links can I build at once?

Up to 100. The builder makes every combination of your comma-separated values and shows how many there would be. If there are more than 100, it keeps the first 100 in order: source, medium, campaign, content, then term.

Is what I type stored anywhere?

The builder doesn't send what you type anywhere: links and the CSV are made in your browser. Your last inputs are remembered in this browser only, until you press Clear.