turn the tagged link into a QR codeDeveloper Tools
Creates QR codes for links, Wi-Fi, contacts, and more, as PNG or SVG.
UTM Builder
Build campaign URLs with UTM parameters so Google Analytics shows where every visit came from. The UTM builder encodes values correctly, warns about common mistakes, and can tag a whole list of links at once.
Built in your browser. Your links are not uploaded or stored.
Tag
Presets
Where the traffic comes from.
The marketing channel.
The promotion or campaign.
Paid search keyword.
Tells two links in the same ad apart.
Needed for GA4 cost data imports.
Tagged URLs
How to use the UTM Builder
- Enter the Website URL, or switch Tag to Many URLs and paste one link per line.
- Fill in Campaign source, Campaign medium, and Campaign name, or press a preset such as Google Ads and add the campaign name.
- Copy the Tagged URL, download the batch list, or press Make a QR code for this link for print material.
How it works
The link is built with the browser's URL and URLSearchParams objects, so every value is percent-encoded correctly. Spaces become %20, and characters such as & or # inside a value can't break the link. What each parameter means:
utm_source: who sends the traffic (google, newsletter, facebook).utm_medium: the channel (cpc, email, social, referral).utm_campaign: the campaign or promotion name.utm_term: the paid search keyword.utm_content: tells apart two links or ads in the same campaign.utm_id: a campaign ID, used to join cost data imported into GA4.
Existing query parameters are kept unless you untick Keep the URL's existing query parameters, and a #fragment stays at the end where it belongs.
Examples
https://example.com/salewith sourcenewsletter, mediumemail, campaignspring_sale→https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale.example.com/page?ref=x#topwith the Google Ads preset and campaignbrand→https://example.com/page?ref=x&utm_source=google&utm_medium=cpc&utm_campaign=brand#top.- A campaign typed as
Spring Salegets two warnings: capital letters and a space.spring_saleavoids both.
Recommended values for common channels
| Channel | utm_source | utm_medium |
|---|---|---|
| Google Ads | cpc | |
| Microsoft Ads | bing | cpc |
| Facebook ads | paid_social | |
| Instagram ads | paid_social | |
| LinkedIn post | social | |
| Email newsletter | newsletter | |
| Partner site | partner-name | referral |
| Printed flyer (QR code) | flyer |
GA4 sorts traffic into default channel groups by these values. "cpc", "email", and "paid_social" land in Paid Search, Email, and Paid Social.
Limitations
- Don't put UTM tags on links between pages of your own site. Each click starts a new session in Google Analytics and the original source is lost.
- GA4 treats values as case-sensitive, so Facebook, facebook, and FB show up as three sources. Pick one spelling and stick to it.
- Google Ads auto-tagging (gclid) already tracks Google Ads clicks. Manual UTM tags there are optional, and GA4 prefers auto-tagging when both are present.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a URL, such as ?utm_source=newsletter&utm_medium=email. Analytics tools read them to report which campaign, source, and channel brought each visitor.
Which UTM parameters are required?
utm_source, utm_medium, and utm_campaign. Google Analytics can attribute a visit without the others, but not without these three.
Should UTM values be lowercase?
Yes. GA4 is case-sensitive, so mixed case splits one source into several rows. Use lowercase and underscores or hyphens instead of spaces.
Do UTM parameters affect SEO?
Not if your pages have a canonical tag pointing to the clean URL, which tells search engines to ignore the tagged copies. Don't use UTM tags in internal links or sitemaps.
Related tools
Often used together with the UTM Builder.
URL ParserDeveloper Tools
Breaks a URL into its parts and lets you edit query parameters.
URL Encoder / DecoderDeveloper Tools
Percent-encodes and decodes text for URLs.