UTM builder
Enter your page address and where the link will be shared, and this tool adds the UTM tags that tell your analytics where each visit came from. It also lowercases values and replaces spaces, so one campaign doesn’t split into several rows in your reports.
It’s for makers and marketers sharing a launch across several places who want to know afterwards which one actually sent people. The link is built in your browser, and nothing you type is sent to our servers.
Free with a ShipScroll account.
How to use the UTM Builder
- Paste the page you’re sending people to.
- Fill in source (where the link appears), medium (the type of channel) and campaign (what you’re promoting).
- Add a term or content value only if you need to tell links within the same campaign apart.
- Press Build link, copy it, and use a different source for each place you share it.
What each UTM parameter means
Google Analytics says to always use source, medium and campaign when you tag a link, because a missing value shows up as “(not set)” in reports.
| Parameter | Answers | Example | Needed? |
|---|---|---|---|
| utm_source | Which site or sender? | newsletter, x, shipscroll | Yes |
| utm_medium | What type of channel? | email, social, cpc | Yes |
| utm_campaign | What are you promoting? | spring_launch | Yes |
| utm_id | Which campaign ID? | launch_01 | If you use campaign IDs |
| utm_term | Which paid keyword? | link_tracking | For paid search |
| utm_content | Which version of the link? | header_button | To compare links or creatives |
Keep your values consistent
UTM values are case sensitive: Google Analytics treats utm_source=google and utm_source=Google as different sources. This is the most common reason reports fill up with near-duplicates, and it’s why this tool lowercases everything by default. Agree a few source and medium names, write them down, and reuse them.
Example: tracking a launch across three places
You’re launching on Monday and sharing the same page in your newsletter, on X and on LinkedIn. Keep the campaign the same and change the source:
- yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=monday_launch
- yoursite.com/?utm_source=x&utm_medium=social&utm_campaign=monday_launch
- yoursite.com/?utm_source=linkedin&utm_medium=social&utm_campaign=monday_launch
Where not to use UTM tags
Use them only on links that come from outside your site. Tagging links between your own pages replaces the visitor’s original source, which makes your reports less accurate rather than more.
Questions
Do UTM tags affect SEO?
They create a different-looking URL for the same page, so make sure your page has a canonical link pointing at the clean address. That tells search engines which version to show. The tags themselves are for your analytics.
Will the tags still work if my page already has a query string?
Yes. The tool adds to whatever is already in the address and keeps your other parameters. If the link already has a UTM value you’re setting here, the new value replaces it.
Where do I see the results?
In your analytics tool, once people have clicked. In Google Analytics, look at the traffic acquisition report and choose session source, medium or campaign. Tools that follow Google’s UTM names will read them too.
Do UTM links survive a redirect or link shortener?
Usually, as long as the redirect keeps the query string. Some redirects drop it, so click your final link once and check that the tags are still in the address bar when the page loads.
Related tools
- Launch ChecklistA tick-through checklist for before, during and after your product launch.
- Open Graph PreviewPreview how a link will look when shared, and check its Open Graph tags.
- On-Page SEO AuditOne report on a page’s title, headings, images, links, schema and robots.txt.