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TinySolve

UTM Builder

Build campaign links your analytics will actually group together properly.

Runs in your browser — nothing you type is sent anywhere

https is assumed if you leave it off. Parameters already on the address are kept.

Where the traffic comes from: google, facebook, newsletter.

The kind of link: cpc, email, social, referral.

Which campaign this is: spring-sale, launch-2026.

Paid keyword, for search ads. Usually left empty.

Which version of the link, when a page has several.

Enter the address first

Then fill in the source, medium and campaign, and the tagged link builds itself as you type.

About the UTM Builder

UTM parameters are how an analytics tool knows a visit came from your newsletter rather than a search. They are five optional pieces of text added to the end of a link, and nothing enforces any of it — which is exactly why campaign data so often turns out to be unusable.

The failure is always the same and always mundane. Analytics tools are case-sensitive and treat every distinct string as a distinct value, so <code>Facebook</code>, <code>facebook</code> and <code>FaceBook</code> become three separate sources in your report, splitting one campaign across three rows that nobody notices are the same thing. This lowercases and hyphenates by default for that reason, and says why rather than doing it silently.

The three parameters that matter are source, medium and campaign, and most reports group by all three together — leave one out and the visit lands in a bucket you cannot break down afterwards. The builder says which required ones are still missing rather than letting you copy an incomplete link.

Empty parameters are removed entirely rather than added as blanks. An empty <code>utm_term=</code> appears in a report as a distinct blank value, which is worse than the parameter simply not being there — and it is what several builders produce.

Parameters already on your address are kept, an existing UTM parameter is replaced rather than duplicated, and https is assumed if you leave it off. Everything is built in your browser and nothing is sent anywhere.

How to use the UTM Builder

  1. Enter the address

    Where the link should actually go. Parameters already on it are kept and https is assumed if you leave it off.

  2. Fill in source, medium and campaign

    Where it came from, what kind of link it is, and which campaign. Tap an example to fill one in.

  3. Leave term and content empty unless you need them

    Term is for paid search keywords; content distinguishes two links to the same page.

  4. Copy the link

    It builds as you type, with consistent lowercase values so one campaign stays one row in your report.

Frequently asked questions

Which parameters do I actually need?
Source, medium and campaign. Most analytics reports group by all three together, so leaving one out puts the visit in a bucket you cannot break down later. Term and content are for paid search keywords and for telling two links to the same page apart.
Does capitalisation matter?
Enormously, and it is the commonest way campaign data gets ruined. Analytics tools treat Facebook and facebook as two separate sources, so one campaign silently splits across several rows. Everything is lowercased by default for exactly that reason.
Will the parameters show in the address bar?
Yes. UTM parameters are plainly visible to anyone who sees or shares the link, so keep campaign names free of anything internal — pricing experiments and unreleased product names should not be in there.
Do UTM parameters affect SEO?
Not if the page has a canonical tag pointing at the clean address, which is standard. Without one, search engines may treat each tagged variant as a separate page and split the ranking signals between them.
What is the difference between source and medium?
Source is where the traffic came from — google, facebook, a specific newsletter. Medium is what kind of link it was — cpc, email, social. Source names the place, medium names the channel.
Is my link sent anywhere?
No. It is assembled in your browser. Campaign links sometimes point at unreleased pages, so nothing typed here is transmitted or logged.

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