UTM link builder
Build campaign links with UTM parameters.
https://example.com/landing?utm_source=instagram&utm_medium=social&utm_campaign=summer-sale
About the UTM link builder
UTM parameters are small tags appended to the end of a link that tell tools like Google Analytics exactly where a visit came from and which campaign drove it. Without them, it's nearly impossible to tell whether a visit came from an Instagram post, a marketing email or a Google banner ad, and everything ends up lumped into "direct" or "unassigned". Abzario's UTM builder takes your destination URL and the five standard parameters — source, medium, campaign, term and content — and produces the final link, correctly adding parameters with a question mark or an ampersand. You can then use this link directly in ads, social media posts or email newsletters. Tagging every campaign with precise UTM parameters lets you see exactly which channel drives the most visits or sales in your analytics reports, so you can allocate your marketing budget more intelligently.
How to use it
- 1Enter the landing page URL.
- 2Write the source, medium and campaign name.
- 3Copy the final link and use it in your ad.
Why use this tool?
- Automatically builds a link with the five standard UTM parameters without writing a query string by hand
- Detects whether the URL already has a query string and correctly adds & or ? accordingly
- Lets you track the performance of each marketing channel separately in analytics
- Standard and compatible with Google Analytics, Meta Pixel and most traffic analysis tools
- Easy for marketing teams to use without special technical knowledge
- Final output is copy-ready for direct use on any advertising platform
Worked examples
An Instagram campaign
With destination URL https://example.com/landing, source set to instagram, medium set to social and campaign set to summer-sale, the final link becomes https://example.com/landing?utm_source=instagram&utm_medium=social&utm_campaign=summer-sale.
A Google Ads campaign
For paid Google clicks, source is usually set to google and medium to cpc; analytics automatically groups this combination under the "Paid Search" channel report.
Adding utm_term for a keyword
In search campaigns you can set the purchased keyword as utm_term, for example "running-shoes", to see exactly which keyword drove the most traffic.
Adding utm_content for A/B testing
With two versions of the same banner, setting content to banner-a and banner-b on two separate links lets you compare each version's performance in analytics.
Frequently asked questions
What's the difference between source and medium?
Source is the service name (e.g. instagram) and medium is the channel type (e.g. social or cpc).
Does letter case matter?
Yes, analytics tools treat uppercase and lowercase letters as different; always use lowercase.
Why isn't my UTM link showing up in Google Analytics?
This is usually because reports have a delay of a few hours to a day, or the report's date range filter isn't set correctly; also double-check that parameters have no extra spaces or inconsistent capitalization.
Should I add UTM parameters to links inside my own site?
No, UTM parameters are meant for links that bring a user from an external source like email or social media into your site; adding them to internal links can mess up session data in analytics.
What values are common for utm_medium?
Common values include social for social networks, email for newsletters, cpc for paid clicks, and referral for links from other sites.
Does letter case matter in UTM parameters?
Yes, Google Analytics treats instagram and Instagram as two different sources; to avoid fragmented data, always use lowercase and a consistent pattern.