Free tool
UTM link builder for campaign tracking.
Add the five UTM parameters to a link so Google Analytics shows where clicks came from. Presets for the usual channels.
Enter a link and at least source, medium and campaign.
Links built this session
UTM link builder at a glance
content.win builds UTM links, free.
- Works with
- A URL and your campaign details.
- Comes back as
- A tagged link, ready to copy, with the parameters Google Analytics expects.
- Runs
- In your browser.
- Limits
- No limit.
- Price
- Free. No account.
How to build a UTM link
- Paste the page you're sending people to. Any page on your site. Not a link to someone else's site, and not internal links.
- Pick a preset or fill in source, medium and campaign. Source is where the click happens, medium is the kind of channel, campaign is the effort. Term and content are optional detail.
- Copy the link and use it. Bio, description, email, ad. Shorten it first if it will be seen or typed.
The five parameters
Lowercase, no spaces, same spelling every time. Analytics tools treat every variation as a different thing.
- utm_source
- The site or app the click comes from: instagram, youtube, tiktok, newsletter, linkedin, a partner's name.
- utm_medium
- The kind of channel: social, email, video, paid_social, cpc, referral, qr. GA4 groups channels by medium, so use the standard words.
- utm_campaign
- The effort: bio_link, spring_launch, ep42, black_friday. This is how you compare campaigns.
- utm_term
- Optional. The keyword in a search ad, or the audience in a paid social ad.
- utm_content
- Optional. Which of several links or creatives: button_top, image_a, reel_3. Use it for A/B tests.
Questions people ask
What is a UTM link?
A normal link with tags added to the end: utm_source, utm_medium, utm_campaign, and optionally utm_term and utm_content. Google Analytics and most other analytics tools read the tags and report where the click came from. Without them, traffic from an Instagram bio and traffic from an email look the same.
What goes in source, medium and campaign?
Source is where: instagram, youtube, newsletter, tiktok. Medium is the type of channel: social, email, paid_social, video, referral. Campaign is the effort: spring_launch, bio_link, ep42. Keep them lowercase and consistent, because GA4 treats Instagram and instagram as two sources.
Do UTM tags affect SEO?
No. Search engines ignore them, and you should only use them on links you post elsewhere, not on internal links within your own site, where they would reset the visitor's session in GA4.
Should I use a link shortener?
Yes for anything printed or spoken, and for a bio where the link is visible. Build the UTM link here first, then shorten it. The tags survive the redirect.
Where do I see the results?
In GA4 under Reports, Acquisition, Traffic acquisition, with the session source and medium dimensions. Campaign name appears in the campaign dimension.
Is anything stored?
The links you build stay in this page until you close it, so you can copy a few in a row. Nothing is sent to a server.