Free Tool · UTM Builder
UTM Link Builder
Generate UTM tracking links for Google Analytics, GA4, or any analytics platform. Fill in the fields below and your tagged URL is ready to copy instantly.
The full URL of the page you're sending traffic to.
Where your traffic is coming from.
The marketing channel type.
Use lowercase with hyphens. Example: black-friday-2025
Paid search keyword (optional).
Differentiates creatives in A/B tests (optional).
Complete the required fields to generate your link
UTM best practices
Always use lowercase
GA4 is case-sensitive. 'Google' and 'google' create two separate rows. Use lowercase consistently to keep reports clean.
Use hyphens, not spaces or underscores
Spaces become %20 in URLs and look messy. Hyphens (summer-sale-2025) are the industry standard for UTM values.
Tag every paid link
Untagged paid traffic lands in 'Direct' in GA4. If a link costs money to distribute, it should have UTM parameters.
Don't tag internal links
Adding UTM parameters to internal links overwrites the original source, making it look like all traffic came from your own site.
Agree on a naming convention
Pick a convention (e.g. cpc not paid-search, email not newsletter) and document it. Consistent names keep reports comparable over time.
Shorten long UTM links
Long UTM links look unwieldy in social posts. Use a link shortener (Bitly, etc.) after building your UTM URL - the full UTM string is preserved.
Frequently asked questions
Everything you need to know about UTM parameters and campaign tracking.
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Go further with Crow
Track, test, and optimise the pages you're sending traffic to
UTM links tell you where traffic came from. Crow tells you why visitors didn't convert - and fixes it. AI-powered CRO analysis, A/B testing, and a visual page builder in one platform.