Free UTM Builder
Generate UTM codes and consistent campaign URLs for GA4, PostHog or any analytics tool. Save your source/medium presets, copy the link, and get a scannable QR code for it — free, no sign-up.
Your campaign URL
Fill in the URL, source, medium and campaign to build your link
How to build a UTM link in 4 steps
- Paste your landing-page URL. If it already carries utm_ parameters, the builder replaces them with the values you set below.
- Set utm_source (where the traffic comes from, e.g. google, newsletter) and utm_medium (the channel type, e.g. cpc, email, qr) — both fields suggest common values as you type.
- Name your utm_campaign, and optionally add utm_term (paid keyword) and utm_content (which ad or button).
- Copy the finished campaign URL — or scan the QR code next to it to test the link on your phone.
The 5 UTM parameters explained
| Parameter | Required | What it answers | Example |
|---|---|---|---|
| utm_source | Yes | Which site or platform sent the visitor | |
| utm_medium | Yes | What kind of channel it was | cpc |
| utm_campaign | Yes | Which promotion or initiative | spring_sale |
| utm_term | No | Which paid keyword triggered the ad | running+shoes |
| utm_content | No | Which ad variant, link or button was clicked | header_cta |
UTM link examples
Three campaign URLs the way analytics tools like to see them:
- Email newsletter:
example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale - Instagram bio link:
example.com?utm_source=instagram&utm_medium=social&utm_campaign=bio_link - QR code on a flyer or poster:
example.com/event?utm_source=flyer&utm_medium=qr&utm_campaign=open_day
UTM naming best practices
- Stay lowercase.GA4 and most analytics tools are case-sensitive, so "Email" and "email" show up as two different channels.
- No spaces. Use underscores or dashes (spring_sale, not Spring Sale) so URLs stay readable and un-encoded.
- Pick one convention and stick to it. Save your source/medium pairs as presets in this builder so every link you tag reuses the exact same values.
- Skip UTMs on internal links.Tagging links between pages of your own site overwrites the visitor's original attribution.
Put your campaign URL on print with a QR code
UTM tagging isn't just for digital ads — with utm_medium=qr you can attribute flyers, posters, packaging and signage in the same reports. This builder shows a free static QR code for every link you create. If you need to change the destination after printing or count scans per placement, create a dynamic QR code with QRKit.
Frequently asked questions
- What are UTM parameters?
- UTM parameters are tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) added to a URL so analytics tools like GA4, PostHog or Plausible can attribute traffic to the exact campaign, channel and ad that sent it.
- Which UTM parameters are required?
- utm_source, utm_medium and utm_campaign are the standard trio — most analytics tools expect all three. utm_term and utm_content are optional refinements for paid keywords and A/B-testing creatives.
- Should UTM values be lowercase?
- Yes. Analytics tools treat 'Email' and 'email' as different channels, which splits your reports. Pick a lowercase, snake_case convention and save it as a preset so you tag consistently every time.
- What does UTM stand for?
- Urchin Tracking Module — a leftover from Urchin, the analytics software Google bought in 2005 and turned into Google Analytics. The parameter format survived and is now the de-facto standard for campaign tracking across GA4, PostHog, Plausible and most other analytics tools.
- What's the difference between utm_source and utm_medium?
- utm_source names the specific site or platform the visitor came from (google, facebook, newsletter). utm_medium describes the type of channel (cpc, email, social, qr). Together they answer 'who sent this visitor, and through what kind of channel?'
- Are UTM parameters case-sensitive?
- Yes. GA4 and most analytics tools treat 'Google' and 'google' as different sources, so a mixed-case tag silently splits one channel into several report rows. Keep every value lowercase.
- Do UTM links hurt SEO?
- No. Search engines consolidate parameterized URLs through the page's rel=canonical tag, so a UTM-tagged link doesn't create competing duplicates. Just avoid UTMs on internal links between your own pages — that overwrites the visitor's original attribution in analytics.
- Are UTM parameters visible to visitors?
- Yes — they appear in the browser address bar as part of the URL, so use neutral values you'd be comfortable being seen. This builder assembles the URL in your browser and doesn't save your links.
- Can I turn a UTM link into a QR code?
- Yes — this builder shows a scannable QR code for every link you create, free. For QR codes on print where you may need to change the destination later or count scans, use a dynamic QR code from QRKit.