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UTM Campaign Builder
Build tagged campaign URLs with consistent naming and a saved history.
What it does. UTM parameters are tags appended to a URL that tell your analytics where a visitor came from. This builder assembles them correctly, enforces lowercase to prevent the duplicate-source problem, keeps a local history of what you have built, and explains what each parameter should contain.
Runs in your browserNothing uploadsNo signupWorks offline
How to use UTM Campaign Builder
- Enter the destination URL and fill in source, medium and campaign — these three are the required set.
- Add term and content if you are running paid search or A/B testing creative.
- Copy the tagged URL. Your history is saved on this device so naming stays consistent.
The five parameters and what belongs in each
| Parameter | Required | Answers | Examples |
|---|---|---|---|
| utm_source | Yes | Which site or platform? | google, newsletter, linkedin, partner-name |
| utm_medium | Yes | What kind of traffic? | cpc, email, social, referral, affiliate |
| utm_campaign | Yes | Which campaign? | spring-sale-2026, product-launch |
| utm_term | No | Which paid keyword? | pdf-merge-tool |
| utm_content | No | Which creative or link? | hero-cta, footer-link, variant-b |
Medium is the one people get wrong. It should describe the channel type, not the platform — social, not facebook. The platform belongs in source. Getting this backwards is what produces analytics reports where paid and organic social are indistinguishable.
GA4 also recognises utm_source_platform, utm_creative_format and utm_marketing_tactic, though they are rarely used outside large paid programmes.
Why casing breaks your reporting
UTM values are case-sensitive in Google Analytics. Facebook, facebook and FaceBook are three separate sources, and they will sit as three separate rows in your acquisition report splitting the same traffic three ways.
This is the single most common UTM mistake, and it is unrecoverable — historical data cannot be merged retroactively without a filter you should have set up beforehand.
This builder lowercases everything by default and replaces spaces with hyphens. It also warns when a value you are typing differs only by case from one already in your history, which is where the mistake actually originates: two people on the same team tagging the same campaign differently.
When not to use UTM tags
- Never on internal links. Tagging a link between two pages on your own site starts a new session and attributes the visit to the tag, destroying the original acquisition data. This is the second most damaging UTM mistake and it appears constantly.
- Not on links you want to rank. Tagged URLs are distinct URLs to a crawler. If they get indexed you have duplicate content; set a self-referencing canonical on the untagged version.
- Not in a QR code destination without shortening. A long tagged URL makes a denser, harder-to-scan code. Shorten first, keep the tags on the destination.
- Not for anything containing personal data. UTM values end up in analytics, server logs, referrer headers and shared screenshots. Never put an email address, a name or a customer ID in one.
A naming convention that survives contact with a team
The value of UTM tagging collapses the moment two people tag differently. Write the convention down and keep it somewhere the whole team sees.
A convention that works: all lowercase, hyphens between words, no spaces, no underscores. Campaign names carry the quarter or a date: q2-2026-brand rather than brandcampaign. Source is the domain without the TLD: linkedin, not linkedin.com. Medium is drawn from a fixed list of six or seven values and never invented ad hoc.
The history panel in this tool exists for exactly this — it is stored on your device and shows what you have used before, so the second link matches the first without anyone having to remember.
Frequently asked questions
What are the required UTM parameters?
Source, medium and campaign. Term and content are optional and mainly useful for paid search and creative testing.
Should I use UTM tags on internal links?
No. It starts a new session and overwrites the original acquisition data, so you lose the record of where the visitor actually came from.
Does the case matter?
Yes, and this is the most common mistake. Facebook and facebook are two different sources in Google Analytics and cannot be merged retroactively. Always lowercase.
Do UTM parameters hurt SEO?
Only if the tagged URLs get indexed, which creates duplicates. Set a self-referencing canonical on the clean URL and it is a non-issue.
What is the difference between source and medium?
Source is where specifically — google, linkedin, a newsletter name. Medium is the channel type — cpc, email, social. Putting the platform in medium is the usual error.
Can I shorten a tagged URL?
Yes. The tags travel on the destination, so a shortener preserves them through the redirect. This is standard for print, QR codes and anywhere the URL is visible.
Is my history uploaded?
No. It is stored in this browser only and never transmitted.
Guides for UTM Campaign Builder
- QR Codes and Mail Merge in PDFs6 min read
- QR Code Error Correction, Explained6 min read
- What Display Ads Really Pay7 min read