Free UTM builder: tag one link or a whole CSV

What does a UTM builder do?

It appends up to five standard query parameters to a link. When someone clicks it, your analytics tool reads them from the landing page URL and files the visit under that source, medium and campaign — instead of guessing from the referrer, which is often missing for email, apps, PDFs and messaging. The parameters were defined by Urchin (the "U" in UTM), which Google bought and turned into Google Analytics; today every analytics tool reads them, from GA4 to cookieless tools like VisitTrack.

How to build a UTM link in four steps

1. 1.Paste the landing page URL. The builder keeps any existing query parameters and moves a #fragment to the end, where browsers expect it.
2. 2.Pick a preset (Newsletter, LinkedIn, Google Ads…) or type a source and medium. Presets use mediums that GA4's default channel rules recognize.
3. 3.Add a campaign name, and utm_content if you have more than one link in the same email or post.
4. 4.Copy the tagged URL. The checks underneath flag spaces, capitals, missing mediums and mediums GA4 won't classify — fix them before the link goes out, because a sent email can't be edited.

Bulk mode: tagging dozens of links at once

Switch to Bulk (CSV) and paste a spreadsheet with a header row: a url column plus any of source, medium, campaign, term, content and id. The builder tags every row, applies your naming convention to every value, flags rows with problems and gives you a CSV with a new tagged_url column. Nothing is uploaded — the CSV never leaves your browser.

url,source,medium,campaign,content
https://example.com/pricing,newsletter,email,october-launch,header-link
https://example.com/blog,linkedin,social,october-launch,

UTM examples for common channels

Not sure where a combination will end up? Paste it into the referrer channel checker, which applies GA4's default channel rules and shows the rule that matched.

Common UTM mistakes (and how to avoid them)

• Mixed case. utm_source=LinkedIn on one post and linkedin on the next splits one channel into two rows. GA4 matches channel rules case-insensitively, but its source/medium reports don't merge them.
• Spaces. "spring sale" becomes spring%20sale or spring+sale depending on who encoded it — two different values again. Use dashes.
• UTMs on internal links. A banner on your own homepage tagged utm_source=homepage starts a new session in many tools and erases where the visitor really came from.
• Inventing mediums. utm_medium=tweet or =post has no GA4 rule; the visit falls into Unassigned. Use social (organic) or paid_social (ads).
• Putting UTMs after the #. In example.com/#/pricing?utm_source=x the parameters are part of the fragment, which never reaches the server and is ignored by most trackers. Put them before the #.
• Tagging Google Ads by hand when auto-tagging is on. gclid already carries the data; manual UTMs can conflict with it. Let auto-tagging do its job unless you have a reason.

Already have a link and want to check it? Use the UTM parser — paste any URL and it breaks out each parameter and lints it with the same rules.

Do UTM parameters affect SEO?

Not if your pages declare a canonical URL. A tagged link is technically a different URL, so without a canonical tag search engines could index example.com/?utm_source=x as a duplicate. With <link rel="canonical"> pointing at the clean URL — which most frameworks and CMSs add by default — Google consolidates them. Don't use UTMs on links between your own pages, and don't put tagged URLs in your sitemap.

From UTM clicks to revenue

Tagging tells you which campaign brought visitors. The harder question is which campaign brought customers. VisitTrack records utm_source, utm_medium and utm_campaign on each visit and connects them to payments from Stripe, Paddle, Lemon Squeezy, Polar or Razorpay, so you can see revenue per campaign — without cookies or a consent banner when you use cookieless mode. See first-touch attribution for how the original campaign is credited when someone pays days later.