UTM Link Builder
Add source and campaign UTM tags to a link so visits show up in analytics; any existing UTM tags are replaced, not duplicated.
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UTM Link Builder: complete guide
Walk through the steps and examples, or jump straight to the topic you need.
At a glance
- What you enter
- The original address plus source, medium and campaign. Term and content are optional.
- What it makes
- A single address with utm tags added. It also makes links for several places at once.
- Tidying
- Normalizes to lowercase and turns spaces into underscores. You can turn it off.
- Replacing
- Existing utm tags are removed and new ones added. Other values and anything after the # are left as they are.
- What it does not do
- It does not change where the link goes or shorten the address.
- Limits
- Address up to 2,000 characters, values up to 100 characters, and up to 20 lines of places.
How to use UTM Link Builder
Enter the original address
You can paste it without http. The tool adds https in front to make the link and tells you it did so.
Choose a source and medium
It is quick to click a common preset to fill them in and then edit. Source is where visitors came from, and medium is how they came.
Write the campaign name
Write what the promotion is for. A team has to write it by the same rule to group results later.
Look at what the tool points out
If there are uppercase letters or spaces, the tool points them out. It does not block you, so you can use them as they are if you have a reason.
What it’s good for
Uppercase letters and spaces muddy your stats
Analytics tools count Naver and naver as different values. Visits from the same place get split into two rows, and you cannot tell which one is real. Spaces do the same: they turn into %20 in the address and make your reports messy. This tool defaults to lowercase with underscores, and you can turn that off if your existing rules use uppercase.
Existing utm tags are replaced
When ad managers pass links around, it is easy to add UTM tags to an address that already has them. The same name then appears twice, and the analytics tool reads only the first one or mixes up the values. This tool removes only the old utm tags and adds the new ones. Other values after the question mark and anything after the # are left as they are.
Where the link goes does not change
UTM tags are only markers read by analytics tools, so the page opens just the same with them. However, they appear in plain sight at the end of the address, so the recipient can see them too. Do not put in values that others must not see, such as a person's name or contact details.
Worked examples
A Naver search ad link
example.com/event · naver · cpc · spring_salehttps://example.com/event?utm_source=naver&utm_medium=cpc&utm_campaign=spring_saleAn address that already has utm tags
example.com/?a=1&utm_source=old&utm_term=olda=1 stays, utm_source gets the new value, and utm_term, which you did not enter, disappearsWhat to write where
Swipe the table sideways to see the rest.
| Field | Meaning | Example |
|---|---|---|
| utm_source | Where they came from | naver, instagram, newsletter |
| utm_medium | How they came | cpc, social, email |
| utm_campaign | What it is for | spring_sale, launch |
When the result isn’t what you expected
The same place shows up in two rows in my stats
Most of the time the cases differ. Keeping Normalize to lowercase turned on reduces this. Values that were already split have to be merged in your analytics tool.
The link does not open
The original address is wrong. UTM tags are markers added to the end of the address and do not change the page. Open the address first, before adding them.
I want to put a question mark or equals sign in a value
They are symbols with meaning in an address, so the value can get cut off. The tool points this out on screen, and it is better to leave them out where you can.
Key terms
- utm
- Markers added to the end of a link to report where the visit came from.
- Source
- The value that says where the visitor came from.
- Campaign
- The unit used to group results for the same purpose.
UTM Link Builder FAQ
Which fields do I have to fill in?
Three: source, medium and campaign. Term and content are only needed when you want to tell search ads or banners apart.
Can I write the values in Korean?
Yes. They are converted to a safe form in the address and show up in Korean in your analytics tool. If a team uses them together, though, lowercase English is less confusing.
Can I make links for several places at once?
Yes. Write each place on its own line and the tool makes one link per line.
Does it shorten the link?
No. If you need a short address, shorten it separately.
Is the address I enter saved?
No. It is built only inside this browser and disappears when you refresh.
Is it registered in my analytics tool automatically?
No. It only shows up in your stats when people actually visit through the link you made.