ContentStudio API plan is now available. Create automations using Claude, Zapier, n8n, make, etc. Explore plan!
Free UTM Builder
The simplest UTM tool to create UTM codes for free. Create UTM links and start tracking the success of your social media marketing campaigns today!
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 free UTM builder generates UTM-tagged URLs for tracking your marketing campaigns in Google Analytics and other analytics platforms. Enter your URL, fill in the campaign parameters, and the tool outputs a complete tracking URL ready to use. To see how your UTM-tagged campaigns perform across social channels, you can track campaign performance with UTMs through ContentStudio's analytics.
How to Use the UTM Builder
- Enter the destination URL — the page you want to link to.
- Fill in the required parameters: source, medium, and campaign name.
- Add optional parameters (term and content) if needed.
- Click Generate to produce your UTM-tagged URL.
- Copy the output and use it in your campaign links, ads, or posts.
UTM Parameters: What Each One Does
| UTM Parameter | Description | Required | Example |
|---|---|---|---|
| URL | Use to specify the URL of the website linked to your campaign | Mandatory | https://contentstudio.io |
| Campaign name | Names the specific campaign to track (e.g., summer_sale, product_launch) | Mandatory | utm_campaign=black-friday-sale |
| Medium | Specifies the marketing medium (e.g., email, CPC, organic) | Mandatory | utm_medium=organic |
| Source | Identifies the traffic origin (e.g., newsletter, social media) | Mandatory | utm_source=social media |
| Campaign ID | Use to identify the unique campaign ID | Optional | utm_campaign_id=123456 |
| Content | Describe ad or content variation (if applicable) | Optional | utm_content=ad_variant |
| Term | Includes keywords for paid search (if applicable) | Optional | utm_term=keyword |
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 all organic social posts. cpc covers paid search. email covers all email campaigns. 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 consistent in analytics reports.
utm_term is used in paid search campaigns to record which keyword triggered the ad. It is rarely used for social campaigns.
utm_content differentiates multiple links pointing to the same destination within the same campaign — for example, two different ad creatives in the same Facebook campaign.
UTM Builder for LinkedIn, Facebook, TikTok, and Instagram
Platform-specific UTM conventions help keep analytics data organized and comparable across channels.
LinkedIn UTM builder:
- utm_source=linkedin
- utm_medium=social (for organic posts) or utm_medium=cpc (for LinkedIn Ads)
- Add utm_content to differentiate between regular posts, sponsored content, and InMail campaigns
Facebook and Instagram UTM builder:
- utm_source=facebook or utm_source=instagram
- utm_medium=social (organic) or utm_medium=paid-social (ads)
- Facebook Ads Manager can auto-populate UTM parameters using dynamic values: {campaign.name}, {adset.name}, {ad.name} — use the UTM builder to set the base parameters then add dynamic values in Ads Manager
TikTok UTM builder:
- utm_source=tiktok
- utm_medium=social (organic) or utm_medium=paid-social (TikTok Ads)
- TikTok's own Ads Manager supports UTM parameter fields in campaign setup
Email campaigns:
- utm_source=newsletter (or the specific email list name)
- utm_medium=email
- utm_campaign should identify the specific email send
UTM Naming Conventions
Inconsistent UTM naming is the most common reason analytics data becomes messy and hard to analyze. Google Analytics and most analytics platforms treat Facebook, facebook, and FACEBOOK as three separate sources. Establish these rules before generating UTMs at scale:
Use lowercase only. All parameter values in lowercase prevents case-sensitivity issues in reporting.
Use underscores, not spaces or hyphens. Spaces in UTM values get encoded as %20 in URLs. Underscores remain clean. Use spring_sale not spring-sale or spring sale.
Use a consistent source vocabulary. Define the exact source names you will use and stick to them: facebook not fb or facebook.com. linkedin not linked_in or linkedin.com.
Use a consistent medium vocabulary. social for all organic social. email for all email. cpc for paid search. paid-social for paid social ads.
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
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 marketing tools.
Explore more features
Frequently asked questions
Book a 30 min call
Have questions? Schedule a quick call and we will guide you through everything.
Book a free callWhat does UTM stand for?
UTM stands for Urchin Tracking Module. The name comes from Urchin Software Corporation, whose analytics product became the foundation for Google Analytics. UTM parameters are small text snippets added to a URL that analytics platforms use to identify the source, medium, and campaign associated with each visit.
What is a UTM link?
A UTM link is a standard URL with UTM parameters appended to it. For example: https://yoursite.com/page?
utm_source=facebook&utm_medium=social&utm_campaign=summer_sale. When someone clicks this link, the analytics platform records the utm_source, utm_medium, and utm_campaign values alongside the visit data, 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). A single source can have multiple 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 appended to any URL. They work on any destination page and are tracked by Google Analytics, Adobe Analytics, and most other analytics platforms. The destination page does not need any special setup to receive UTM-tagged traffic — the parameters are read automatically by the analytics tracking code on the page.
What happens if I forget to add UTM parameters to a campaign link?
Traffic arriving without UTM parameters is categorized as "Direct" or "Organic" in most analytics platforms, depending on the referring URL. This makes it impossible to attribute that traffic to the specific campaign, post, or ad that drove it. Untagged campaign links are the most common cause of inaccurate channel attribution in analytics data.
