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UTM link builder and URL cleaner

Build your campaign links without formatting mistakes and look inside any URL: which parameters it carries, which ones are tracking, and what it looks like without them.

  • Free
  • No sign-up
  • All in your browser
  • With a URL cleaner

Common combinations

How to use it

  1. 01

    Paste the destination

    The page you want to send people to, with https:// in front. If it already carries parameters of its own, they are kept.

  2. 02

    Say where it will come from

    Pick a common combination or type source, medium and campaign. The first two are required for analytics to attribute the visit.

  3. 03

    Copy and read the warnings

    The link is composed on every keystroke, correctly encoded. Below it, whatever would clutter the report before it gets there.

The five parameters

utm_source
Where the visit comes from: the specific site, platform or channel. "google", "newsletter", "instagram".
utm_medium
What kind of channel: "cpc" for paid ads, "email", "social", "offline". It is the category; the source is the concrete case.
utm_campaign
The name of the campaign or promotion: "spring-launch", "sale-2026". What you will want to compare in the report.
utm_term
The paid keyword. It only really makes sense in paid search; on other channels it stays empty.
utm_content
To tell two links of the same campaign apart: "header-button" versus "footer-link", or variant A versus B.

There is a sixth one, utm_id, to link the campaign with its cost in Google Ads. If you do not upload cost data, you do not need it.

Tagging the link is the visible part

With the parameters in place, analytics knows where every visit came from. What it does not know is what happened next: whether that person filled in the form, whether sales called them, whether they ended up buying and for how much. That answer lives in the CRM, and analytics and the CRM do not talk to each other on their own.

That is the work we do when we automate measurement: the source of every contact travels into the CRM, the campaign report assembles itself, and nobody copies numbers by hand every Monday.

How we automate processes →

Frequently asked questions

What is the difference between source and medium?

The medium is the category and the source is the concrete case. "social" is a medium; "instagram" and "linkedin" are sources inside it. "cpc" is a medium; "google" and "bing" are its sources. Think folder and file and you will not go wrong: the report groups by medium first and then opens up by source.

Is it case-sensitive?

Yes, and it is the most frequent cause of split reports. Google Analytics 4 treats "Facebook", "facebook" and "FACEBOOK" as three different sources, each with its own numbers. The safest rule is to write everything in lowercase, always, and this tool warns you when that is not the case.

Should I add UTMs to the internal links of my site?

No. A UTM on an internal link starts a new session mid-visit and attributes it to that "campaign" instead of the channel that actually brought the person: the original source — the ad, the search, the email — vanishes from the report. UTMs are for links that point to your site from outside it.

What do I use on a QR code or in print?

The same as on any other channel, with a medium that identifies it: "offline" or "qr" as the medium, and the specific piece as the source — "leaflet", "fair-poster", "card". That way you know which physical material brings visits and which does not. If the link is going into a QR code, our generator turns it into one without losing the parameters.

Can I shorten the link?

Yes, and it is worth it when the link is printed or read out loud. The shortener stores the long URL with its parameters and redirects to it, so attribution survives. What to watch for is a shortener that adds parameters of its own or takes two hops: every redirect is time and a point where something can break.

Why clean a URL before sharing it?

For privacy and for tidiness. Parameters such as fbclid, gclid or si identify the specific click of the person who passed you the link: whoever receives it opens the same page, but the originating platform learns the whole chain. And a three-hundred-character link in a message looks suspicious even when it is not. The inspect tab removes only the tracking and keeps the parameters that do change the page.

Is what I type stored?

No. The link is composed in your browser with the URL functions it already ships with, it is never sent to a server and it is not stored anywhere. When you close the tab nothing remains; if you want to keep the links of a campaign, save them in your spreadsheet.

Is the link going into a QR code? Generate the QR with the link already tagged →

Background reading

Explained on the blog

Do you know which campaign brought your last customer?

Tagging links takes a minute. Getting the source of every contact into the CRM and having the report build itself is what turns measurement into a decision.

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