Build a campaign-tagged link by entering the page address and the details of the campaign: source, medium and campaign name, plus optional term and content. The tool lower-cases the values and swaps spaces for dashes so your reports do not split one campaign into several. You can also paste an existing tagged link to list its parameters and catch missing tags, capital letters and typos such as utm_campain.
Analytics can often work out where a visitor came from, but only roughly. A click from an email app, a messaging app or a link in a PDF frequently arrives with no source at all and is filed as direct traffic. UTM tags fix that by carrying the answer in the link itself, so the click is credited to the right campaign whatever app opened it.
The three main tags answer three questions. Source says who sent the visitor, medium says how, and campaign says why. A newsletter link in a spring promotion might be source newsletter, medium email, campaign spring-sale. A paid ad would use a different source and medium but could share the campaign name, which lets you compare channels for the same promotion.
The common failure is inconsistency. Capital letters, spaces and slightly different spellings split one campaign into several rows, and nobody can add them up by eye. Decide on lower case, dashes between words and a short list of mediums, and write them down where everyone building links can see them.
Check old links too. A tag with a typo, such as utm_campain, is silently ignored, so the click is recorded with no campaign. Pasting a link into the checker takes seconds and catches the missing tags, odd capitalisation and misspelt names before a campaign goes out to thousands of people.
They are labels added to the end of a web address, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale. When someone clicks the link, analytics tools read the labels and file the visit under that source, medium and campaign.
Source, medium and campaign are the three that analytics tools expect on every link. Term, for the paid search keyword, and content, for telling two links in the same campaign apart, are optional. The tool warns you when one of the three is missing.
UTM values are case sensitive in most reports. If one email says utm_source=Newsletter and another says newsletter, you get two rows for the same thing. Lower-casing and using dashes instead of spaces keeps the data in one place. You can turn lower-casing off if you need to.
It keeps your path and any other parameters, and adds the UTM tags before any # fragment. If the link already has a UTM tag of the same name, the new value replaces it and the table says so.
No. The tool runs in your browser and does not visit the address you enter.
Related: ROAS calculator, QR code generator, WhatsApp link generator.
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