UTM builder
Build tracked campaign links in seconds: add utm_source, utm_medium and utm_campaign to any URL, or make one link per channel at once. Free, no sign-up, and nothing leaves your browser.
The UTM parameters
Three parameters are required for a link to be useful in reports. The others refine it.
| Parameter | Status | What it records | Examples |
|---|---|---|---|
utm_source | Required | Where the visit comes from: the site, platform or list. | facebook, newsletter, google |
utm_medium | Required | The type of traffic. Analytics tools group channels with it. | paid_social, email, cpc, social |
utm_campaign | Required | The campaign, launch or promotion the link belongs to. | spring_sale_2026 |
utm_term | Optional | The paid keyword, for search ads. | running+shoes |
utm_content | Optional | Which ad, button or version was clicked, to compare variants. | video_a, header_link |
utm_id | Optional | A campaign ID. GA4 uses it to join imported cost data to the campaign. | cmp_0425 |
GA4 also reads utm_source_platform, utm_creative_format and utm_marketing_tactic. Add them to the URL by hand if your reports use them.
A naming convention that keeps reports clean
- Write every value in lowercase and replace spaces with underscores or hyphens, always the same one.
- Keep a short list of mediums and reuse it:
email,social,paid_social,cpc,referral. Analytics tools build their default channels from it. - Name the campaign after the thing you will compare later, for example
launch_oct_2026, not the date you sent it. - Use
utm_contentfor the variant: two ads, two buttons, two subject lines. - Never tag links between pages of your own site: the tag replaces the real source of the visit.
UTM builder FAQ
What is a UTM builder?
A UTM builder adds tracking parameters such as utm_source, utm_medium and utm_campaign to a link, so analytics tools like Google Analytics can tell which campaign, channel and ad brought each visit.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. utm_term, utm_content and utm_id are optional. GA4 also reads utm_source_platform, utm_creative_format and utm_marketing_tactic.
Are UTM parameters case-sensitive?
Yes. Analytics tools count Facebook and facebook as two different sources. Keeping every value in lowercase, as this builder does by default, avoids split reports.
Do UTM links hurt SEO?
Not when your pages declare a canonical URL, which tells search engines the version without parameters is the real page. Never put UTM parameters on links between pages of your own site: they overwrite the original source of the visit.
Does this UTM builder store my links?
Your last links are kept in this browser only, so you can copy them again. Nothing is sent to Cascads or anywhere else.
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