UTM Link Builder

Build UTM tracking URLs in seconds. Add UTM parameters to your links and measure campaign performance in Google Analytics or any analytics tool.

What UTM parameters are

UTM parameters are short tags added to the end of a URL that tell your analytics tool where a visitor came from. Google Analytics, Plausible, Fathom, and most other tools read them automatically. Instead of one lump of "direct" traffic, you can see that a visitor arrived from Instagram, via a story, as part of your spring launch.

Enter your destination URL, fill in the parameters, and the builder assembles a correctly encoded tracking link you can copy and paste anywhere.

The five UTM parameters

Three parameters are required for a link to be attributed properly; two are optional and useful for finer detail.

  • utm_source (required): where the traffic comes from, like instagram, newsletter, or google
  • utm_medium (required): the channel type, like social, email, or cpc
  • utm_campaign (required): the specific campaign, like spring_sale or product_launch
  • utm_term (optional): the paid keyword, mainly for search ads
  • utm_content (optional): which link or creative was clicked, like banner_ad or text_link

Tips for clean campaign data

Analytics tools treat "Instagram" and "instagram" as different sources, so pick one convention and stick to it. Lowercase everything, use underscores instead of spaces, and keep a shared spreadsheet of the names you use. Never add UTM parameters to internal links on your own site, because that resets the visitor session and overwrites the original source.

Frequently asked questions

Which UTM parameters are required?

utm_source, utm_medium, and utm_campaign. Google Analytics needs all three to attribute a visit to a campaign. utm_term and utm_content are optional.

Do UTM links work with tools other than Google Analytics?

Yes. UTM parameters are an open convention supported by almost every analytics platform, including Plausible, Fathom, Matomo, HubSpot, and Mixpanel.

Are UTM parameters case sensitive?

Yes. "Instagram" and "instagram" show up as two separate sources in your reports. Use lowercase everywhere to keep your data clean.

Can I use UTM links in my Instagram bio?

Yes, and it is one of the best places to use them because Instagram traffic otherwise shows up as direct. If you use a link-in-bio page, Liinks tracks clicks on every link automatically, so you only need UTMs on the links you post elsewhere.

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