UTM builder for campaign links your reports can trust

utm_source names where the click came from: google, facebook, instagram, youtube or the name of your newsletter. utm_medium names the kind of traffic: cpc for paid search, paid-social for boosted posts, email, sms, whatsapp, or qr for a printed code. utm_campaign is the name of the push itself, such as diwali-kitchen-offer or april-admissions.

The two optional tags help when one campaign has several moving parts. utm_term traditionally holds the paid keyword that triggered a search ad. utm_content tells apart links that share every other tag: the carousel ad and the video ad, or the button at the top of an email and the one at the bottom.

Most analytics tools and CRMs treat tag values as plain text, so Facebook, facebook and FB arrive as three different sources, and Diwali Offer and diwali-offer as two campaigns. Each split makes a channel look smaller than it is. With the tidy-up on, the builder writes every value in lower case, turns spaces into hyphens and drops punctuation, so the same campaign typed by two people still matches.

If your team already follows a naming scheme with capitals, switch the tidy-up off and the values go on the link exactly as typed. Underscores survive either way, so a scheme such as paid_social keeps working with the default on.

Plenty of landing pages already carry something after the address: a product code, a language setting, a filter, or a #section the page scrolls to. The builder leaves all of that in place, adds the UTM tags beside it and keeps the #anchor at the end, where browsers expect it.

If the address you paste already has utm_ tags, perhaps copied from last month's campaign, all five old tags are removed and only the ones you fill in now are added. That makes it safe to start from an old link without ending up with two campaigns on one address.

Write your rules down once and share them with everyone who makes links: the agency, whoever runs the Instagram page and the sales team sending WhatsApp broadcasts. A short sheet is enough: the allowed sources, the allowed mediums and a pattern for campaign names, such as the offer followed by the month.

Example: a Pune interiors studio running a Diwali push on Meta and Google might use source facebook or google, medium paid-social or cpc, and campaign diwali-kitchen-2026, with content set to video or carousel for each ad. Every website enquiry from the push then shares one campaign name, whichever platform sent it.

Tag only the links that bring people to your site from somewhere else. Links between your own pages should stay untagged, because a new set of tags in the middle of a visit replaces the campaign that really brought the visitor in.

Once someone clicks, the tags sit in the address bar of your page. Analytics tools such as Google Analytics read them there to group visits by campaign. Whether they ever reach your sales team depends on your enquiry form: a form that reads the tags from the page and saves them with the enquiry turns a tagged click into a lead that knows its campaign. Without that, the tags stop at an analytics report the person calling the lead never opens.