UTM link builder
Typing campaign links by hand leads to five spellings of the same source (Facebook, facebook, face-book) and splits your reports. This tool builds the link with correct encoding, checks the naming and applies one campaign to a list of URLs. Everything runs in your browser.
The full address (https://…). An existing query and #fragment are kept; a parameter with the same name is replaced by the new one.
Where the traffic comes from: google, linkedin, newsletter.
Channel type: cpc, email, social, organic.
The campaign or event name.
The keyword targeted in paid search.
Tells apart different links or creatives within one campaign.
Source / medium examples
Click to fill source and medium.
One name=value per line. It does not have to start with utm_.
The style is applied to the utm fields when the link is built; custom parameters are left alone. Lower case and a single separator keep one value from being split across report rows.
Paste the source and medium names used so far, one per line; the tool catches spellings that mean the same as what you type.
URLs and campaign names never leave your device; the link is built in the browser, nothing is sent or stored.
Link
Enter a valid target URL to see the link.
Naming check
Suggested naming template
- Source: where the traffic comes from, one word, lower case (google, linkedin, newsletter).
- Medium: the channel type, a short fixed list (cpc, email, social, organic, referral, qr).
- Campaign: year-month_goal_product (2026-10_launch_scada); do not rename a campaign once it has started.
- Content: variants within the same campaign (headline-a, headline-b, image-1).
- Keep the list in a shared sheet and check existing values before adding a new one.
The tool only builds the link; it does not check how your analytics tool (Google Analytics, Matomo etc.) interprets the parameters or whether it needs cookie consent. Using utm on internal links can break session attribution; use it only on links from external sources.
Would you like marketing data to flow consistently into your CRM, ERP and reports? We can design it together, from campaign naming to integration.
Request a call01
How to use it
A
Enter the target URL (or paste a URL list in batch mode); fill in source, medium and campaign, and add term, content and custom parameters if you like.
B
Choose the naming style (lower case, space conversion, Turkish letter simplification) and read the check notes.
C
Copy the finished link; in batch mode take the link list or the CSV.
02
What are UTM parameters for?
UTM parameters are the utm_source, utm_medium, utm_campaign, utm_term and utm_content fields appended to a link. When a visitor arrives through it, the analytics tool reads from these values which source, channel and campaign the traffic came from.
Three fields matter most: source (where from), medium (what kind of channel) and campaign (which effort). Term and content separate things within the same campaign.
03
Why naming must be consistent
Analytics tools mostly compare parameter values case-sensitively: “LinkedIn”, “linkedin” and “linked-in” show up as three sources and split the report rows. The same happens with differences in spaces, Turkish characters and separators.
The fix is a rule and a single list: lower case, one separator (hyphen or underscore), ASCII characters, a fixed medium list. The tool applies that style and shows whether a value you type collides with a spelling that means the same as one you already have.
04
How the link is built
The target URL is parsed; the existing query is kept raw and in order, a parameter of the same name has its value replaced (duplicates are dropped), and new parameters are appended. The #fragment (anchor) always stays after the query, at the very end.
Values are percent-encoded: a space becomes %20, an ampersand %26, and Turkish characters are encoded as UTF-8 bytes. Empty fields are not added to the link. In batch mode the same parameters are applied to every line, and lines with an invalid URL are marked.
FAQ
- What is the difference between utm_source, utm_medium and utm_campaign?
- Source says where the traffic comes from (google, linkedin, newsletter), medium the type of channel (cpc, email, social), and campaign which effort it belongs to. For a paid ad on LinkedIn, for example, source could be linkedin, medium cpc and campaign 2026-10_launch.
- What happens if I use upper case?
- Most analytics tools treat values as case-sensitive; “Newsletter” and “newsletter” become two rows. That is why the tool converts to lower case by default. If you have to use upper case, switch the option off and use the same spelling everywhere.
- Should I add utm to internal links?
- No. Adding utm to links between your own pages can overwrite the visitor's real source and split the session. To measure banner or menu clicks use event tracking; use utm only on links coming from outside.
- What happens to my existing query parameters or #fragment?
- They are kept. Other parameters in the query stay as they are and the #fragment stays at the end of the address. If the target already has a utm_ parameter it is replaced by the new value and the tool tells you which parameters were overwritten.
- What do I use the CSV in batch mode for?
- To produce hundreds of links for one campaign in one go and use them in a sheet, an email tool or ad management. Each CSV row holds the url, the built link, the utm values and an error column if any; the downloaded file has a BOM so that Excel opens Turkish characters correctly.
Let's make your marketing data flow into your systems consistently
We connect campaign measurement end to end with the CRM, ERP and reporting layer: a naming standard, the data flow and dashboards. Let's talk through your current setup in a free discovery call.