UTM Link Builder
Tag your ads, emails and social posts so you can see which ones bring visitors and sign-ups. Fill in three fields, get a clean link, and keep a history of every link you make.
- No sign-up needed
- Checks common mistakes
- History saved in your browser
Build a UTM link
Your saved links
Everything runs in your browser. Your URLs and history are not sent to us. History lives in this browser on this device only, so clearing site data removes it: download the CSV if you want a backup.
Tagged links need a page worth landing on
Enter your email and we will send you a message with download links. The link builder works either way; the kit is optional.
- 7-Day Funnel Launch Checklist (PDF, with tick boxes)
- Welcome Email Sequence Templates (PDF)
- Video training link: your first funnel, step by step
What each UTM tag does
UTM tags are short labels added to the end of a link. When someone clicks, your analytics reads the labels and records where that visit came from. Google’s own Campaign URL Builder requires the first three, which is why this tool asks for them.
| Tag | Required | What it means | Example |
|---|---|---|---|
utm_source | Yes | Where the visit comes from | facebook, newsletter |
utm_medium | Yes | The type of channel | cpc, email, social |
utm_campaign | Yes | The promotion or campaign name | oct-2026_launch |
utm_term | No | Paid search keyword | funnel checklist |
utm_content | No | Tells ads or links apart | video-a, banner-b |
utm_id | No | Campaign ID for data imports | cmp-001 |
Source and medium values for common channels
Use the same words every time. These are the values the quick-fill buttons use.
| Channel | utm_source | utm_medium | Example campaign |
|---|---|---|---|
| ChatGPT Ads | chatgpt | cpc | chatgpt-ads_launch-checklist |
| Facebook / Instagram Ads | facebook or instagram | paid_social | fb-ads_lead-magnet_oct-2026 |
| Google Ads | google | cpc | brand-search_oct-2026 |
| Bing / Microsoft Ads | bing | cpc | bing-search_oct-2026 |
| Email newsletter | newsletter | email | weekly-2026-10-12 |
| Pinterest pin (organic) | pinterest | social | pin-funnel-checklist |
| YouTube video description | youtube | social | video-funnel-tutorial |
| Partner or guest post | site-name | referral | guest-post-oct-2026 |
GA4 sorts traffic into channel groups using source and medium. A custom source such as chatgpt may land in a group like “Paid Other” or “Unassigned”, while the campaign reports still show your exact names. In GA4, look under Reports, then Acquisition, then Traffic acquisition, and use the session campaign and session source / medium views.
Five rules for UTM links that stay useful
- Always lowercase. GA4 treats Facebook and facebook as different values, which splits your reports.
- Pick a naming pattern and keep it. For example
month-year_offer_audience. - Use utm_content to compare. Two ads, two links, two values: video-a and video-b.
- Never tag links inside your own site. It can overwrite the real source of the visit.
- Keep personal data out. No names, emails or phone numbers in any tag.
Where to point your tagged links
UTM tags are read by the analytics on the page people land on. Point ads and emails at a page on your own site, where GA4 is installed, such as an opt-in page. A tagged link to a site you do not control, including an affiliate link, will not give you data in your own analytics.
Then connect it to results: model what each visitor is worth with the Funnel Revenue Calculator, and set targets with the Affiliate Income Calculator.
Questions about UTM links
What is a UTM link?
It is a normal link with extra tags on the end, such as ?utm_source=facebook&utm_medium=paid_social&utm_campaign=oct-2026. Analytics tools read those tags to show which channel and campaign sent each visit.
Which UTM tags do I need?
Source, medium and campaign. Term, content and ID are optional extras. This tool will not build a link until the first three are filled in.
Are UTM values case sensitive?
In GA4 they are, so Facebook and facebook show up as separate rows. The “Clean values” option lowercases everything so your reports stay tidy.
Can I add UTM tags to an affiliate link?
You can, but your own analytics will not see the click, because the visit lands on someone else’s site. A better setup is to send traffic to your own page first and tag that link. Some affiliate programs also offer their own tracking tag; check that program’s help pages.
Do UTM tags affect SEO?
They are meant for links you control, like ads, emails and social posts. Do not use them on links between pages of your own site, because that can overwrite the real source of the visit and clutter your reports.
Where is my link history stored?
Only in your browser, on this device. Nothing is sent to us. Download the CSV if you want a backup or want to open it in a spreadsheet.
Guides and tools that pair with the UTM Link Builder
Want a landing page to send your tagged links to? You can build one on the free plan of Systeme.io. New here? Start Here walks you through it. See more sales funnel and email marketing guides, affiliate marketing guides and free tools.