UTM Builder

Build tagged campaign URLs with consistent parameters, and copy them in one click.

Where the traffic comes from.
The channel type.
Analytics treats Social and social as two different mediums.

Nothing you type here is uploaded, stored or sent anywhere. It all runs in your browser.

Getting UTMs right

  • Be consistent, obsessively. facebook, Facebook and fb are three sources in your reports. Pick one spelling and write it down.
  • Medium is a category, not a place. social, email, cpc, referral — not linkedin-post.
  • Never tag internal links. A UTM on a link between your own pages restarts the session and destroys the original attribution.
  • Do not put personal data in them. UTMs end up in analytics, server logs and shared screenshots.

UTMs and SEO

Tagged URLs create parameter variants of the same page, which is duplicate content unless the page carries a self-referencing canonical. Never use a UTM on a link you are building for SEO — tag campaigns, not backlinks.

Questions people ask

Do UTM parameters get my site penalised for duplicate content?

No. There is no duplicate content penalty to get. What happens is that Google sees several URLs serving the same page and picks one to index, and if it picks the tagged version your reporting and your canonical disagree with each other. A self-referencing canonical settles it, which is why every page should have one anyway.

Which parameters do I actually have to fill in?

GA4 attributes a visit from utm_source and utm_medium alone. utm_campaign is optional to the tool and not optional to you, because without it every post you ever made from LinkedIn lands in one undifferentiated bucket.

What is the difference between term and content?

utm_term is the paid keyword, and outside paid search it has no job. utm_content distinguishes two links that are otherwise identical — the button and the text link in the same email, variant A and variant B of an ad. Most teams end up using content as a second campaign field, which works right up until you want to compare variants.

Someone linked to my tagged URL. What do I do?

Check the canonical on that page is right, then leave it — the link still counts, it just points at a URL that resolves to the same content. If it is a link worth having and the site is contactable, ask for the clean version. This is the reason the campaign URL and the URL you hand to a publisher should never be the same string.

Do the URLs I build on this page get logged?

No. Everything happens in the browser, including the copy to clipboard. Nothing about the destination, the campaign name or anything else you type reaches a server here.

Guides for this tool

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Further reading: DoFollow vs NoFollow: what actually matters · How to build backlinks fast, without wasting time