Free UTM Builder

Build UTM tracking links for social posts, ads, emails and QR codes in seconds, then see every visit by source, medium and campaign in Google Analytics. Free, no sign-up.

Website URL*

Your complete website link

Campaign source*

The referrer (utm_source)

Campaign medium*

Marketing medium (utm_medium)

Campaign name*

Unique identifier for campaign (utm_campaign)

Campaign term

Identify the paid keywords (utm_term)

Campaign content

Use this to differentiate ads (utm_content)

Campaign ID

Ads campaign ID (utm_id)

ContentStudio post composer with AI toolkit and post scheduling calendar

Create, plan, schedule, and publish posts on all social media networks

Free forever
No sign-up
All 6 GA4 UTM fields
Copy-ready link

What is a UTM builder?A UTM builder adds tracking tags (UTM parameters) to a URL so analytics tools like Google Analytics can show which source, medium and campaign sent each visit. ContentStudio's free UTM builder creates the tagged link from your URL, source, medium, campaign name and optional term, content and ID. No sign-up needed.

How to use it

How to Use the UTM Builder

Enter the destination URL
Paste the full address of the page you want people to land on, including https://.
Fill in the required fields
Campaign source (where the click comes from), campaign medium (the channel type) and campaign name.
Add optional fields
Term for paid keywords, content to tell links or ads apart, and campaign ID if you use one.
Generate
Click Generate UTM URL to build your tagged link.
Copy and use it
Paste the link into your post, ad, email, bio link or QR code. Test it once in a browser.

Tip: long UTM links look messy in a caption. On networks that show the full URL, shorten the link before posting, or put the UTM link in your bio or the link field instead.

What each parameter does

UTM Parameters: What Each One Does

UTM parameter	What it records	Required	Example
Website URL	The page the link points to	Yes	https://example.com/pricing
utm_source	Who sent the traffic: the site, platform or list	Yes	utm_source=linkedin
utm_medium	The type of channel	Yes	utm_medium=social
utm_campaign	The specific campaign or promotion	Yes	utm_campaign=black_friday_2026
utm_term	The paid keyword that triggered an ad	Optional	utm_term=scheduling_tool
utm_content	Which link, creative or post variation was clicked	Optional	utm_content=carousel_a
utm_id	A campaign ID, used to join cost data in GA4	Optional	utm_id=bf26

utm_source identifies the platform or publisher sending the traffic. Use the platform name exactly and consistently across all campaigns: facebook, linkedin, instagram, google, newsletter.

utm_medium describes the channel type, not the platform. social covers organic social posts, cpc covers paid search, email covers email campaigns and display covers banner ads.

utm_campaign names the specific campaign. Use underscores instead of spaces (spring_sale, not spring sale) to keep URLs clean and reports consistent.

utm_term is used in paid search campaigns to record which keyword triggered the ad. It is rarely used for social campaigns.

utm_content tells apart several links that go to the same page in the same campaign, for example two ad creatives, or the link in your bio versus the link in a Story.

For strategy, reporting and real examples across networks, read our guide to UTM parameters for social media.

By network

UTM Builder for LinkedIn, Facebook, TikTok, and Instagram

Platform-specific UTM conventions keep analytics data organized and comparable across channels. Copy these settings into the builder:

LinkedIn organic post
linkedin
LinkedIn Ads
linkedin
Facebook Page post
facebook
Facebook and Instagram ads
facebook or instagram
Instagram bio link
instagram
TikTok organic
tiktok
TikTok Ads
tiktok
Email newsletter
newsletter

In GA4's default channel groups, a medium of social (or a known social source) lands in Organic Social, and a medium starting with "paid" from a social source lands in Paid Social. Stick to one spelling so every visit lands in the right channel.

Naming conventions

UTM Naming Conventions

Inconsistent UTM naming is the most common reason analytics data gets messy. Google Analytics treats Facebook, facebook and FACEBOOK as three different sources. Agree on these rules before you build UTMs at scale:

Use lowercase only. Lowercase values prevent case-sensitivity issues in reports.
Use underscores, not spaces. Spaces in UTM values turn into %20 or + in URLs. Use spring_sale, not "spring sale".
Use a fixed source list. facebook, not fb or facebook.com. linkedin, not linked_in.
Use a fixed medium list. social for organic social, paid_social for paid social, email for email, cpc for paid search.
Keep a shared sheet. Log every link you create with its date, owner and campaign so the team reuses the same names.

Example of a well-structured UTM URL: https://contentstudio.io/pricing?utm_source=linkedin&utm_medium=social&utm_campaign=q2_launch&utm_content=text_post

Common mistakes

Common UTM mistakes to avoid

Tagging internal links

Never add UTMs to links between pages on your own site. They overwrite the real source of the visit and make your reports wrong.

Mixing up source and medium

"utm_source=social" tells you nothing about the platform. Source is the place (instagram), medium is the channel type (social).

Putting personal data in UTMs

Don't put email addresses, names or other personal data in UTM values. They end up in analytics reports, which Google's policies don't allow.

Forgetting to test

Open the link once, check that the page loads, and look for your visit in GA4's realtime report before you send the campaign.

Find UTM data in GA4

Where to see UTM data in Google Analytics 4

After people click your tagged links, open Reports > Acquisition > Traffic acquisition in GA4. Change the table's main dimension to Session source / medium or Session campaign to see each UTM value. For utm_content and utm_term, add them as a secondary dimension or build an Exploration.

GA4 also reads three newer, optional parameters: utm_source_platform, utm_creative_format and utm_marketing_tactic. Most social teams don't need them, so this builder sticks to the six fields above.

UTMs for QR codes

UTM links for QR codes, print and offline campaigns

QR codes on flyers, packaging and event signs are invisible in analytics unless you tag them. Build a link here with utm_medium=qr (or print) and a source for the placement, such as utm_source=flyer. Then turn the tagged link into a scannable code with the QR code generator. Each placement gets its own utm_content, so you can see which poster or table card drove the most scans.

From one UTM link to tracked campaigns

Building one link is easy. Keeping every post tagged is the hard part. ContentStudio is a social media management platform that tags and measures your social posts. With it you can:

Save UTM campaigns once. Set up your campaign name, source and medium in ContentStudio's UTM tracking settings and switch them on or off any time.
Add UTMs to the links in your scheduled posts. Attach a saved UTM campaign, or create one on the fly, while you write a post in the composer.
Measure what happens next. See likes, comments, shares and follower growth for every network in ContentStudio's social media analytics tool, and the visits from your UTMs in Google Analytics.

Track posts free for 7 days See social media analytics

Adding a saved UTM campaign to a link in the ContentStudio composer

Is it free?

Is the UTM Builder Free?

Yes. ContentStudio's UTM builder is free with no usage cap and no account required. It is part of ContentStudio's suite of free social media tools.

Free forever
No sign-up
All 6 GA4 UTM fields
Copy-ready link

Related free tools

All free social media tools →

Keyword planner toolKeyword ideas by topic and audience

Character counterCount characters for every network

Meta tags generatorTitle and meta tags for any page

QR code generatorQR codes for links and profiles

Google AdSense calculatorEstimate AdSense earnings

FAQs

Frequently asked questions

Book a 30 min call

Have questions? Schedule a quick call and we will guide you through everything.

Book a free call

What does UTM stand for?

UTM stands for Urchin Tracking Module. The name comes from Urchin Software Corporation, whose analytics product Google bought and turned into Google Analytics. UTM parameters are short text tags added to a URL that analytics platforms use to identify the source, medium and campaign of each visit.

What is a UTM link?

A UTM link is a standard URL with UTM parameters added after a question mark, for example https://yoursite.com/page?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale. When someone clicks it, your analytics platform records those values with the visit, so you can see exactly which campaign drove that traffic.

What is the difference between utm_source and utm_medium?

utm_source identifies the specific platform or publisher sending the traffic (facebook, google, newsletter). utm_medium describes the type of marketing channel (social, cpc, email). One source can have several mediums: google can be the source for both cpc (paid search) and organic (free search) traffic.

Can I use UTM parameters on any URL?

Yes. UTM parameters can be added to any URL that points to a page with analytics installed. Google Analytics, Adobe Analytics and most other platforms read them automatically, so the page needs no special setup. Just don't use them on internal links within your own site.

What happens if I forget to add UTM parameters to a campaign link?

Visits without UTM parameters are grouped by their referrer, or as Direct when there is none, for example from apps, PDFs or emails. That makes it hard to credit the traffic to the campaign, post or ad that drove it. Untagged links are one of the most common causes of wrong channel data.

What is a UTM code?

"UTM code" is another name for the UTM parameters added to a link, the part after the question mark such as utm_source=linkedin&utm_medium=social. Analytics tools read the code to tell you where a visit came from.

How do I use UTM parameters?

Build a tagged link with a UTM builder, use it wherever you share the page (posts, ads, emails, QR codes), then check Traffic acquisition in Google Analytics 4 by session source, medium or campaign. Keep names lowercase and consistent.

Do UTM parameters hurt SEO?

Not when used for external links like social posts, ads and emails. Make sure your pages have a canonical tag so search engines index the clean URL, and never use UTMs on internal links.

Is this the same as Google's Campaign URL Builder?

It does the same job. Both create UTM-tagged links with source, medium, campaign, term, content and ID fields. ContentStudio's free UTM builder needs no Google account.