Free tool
UTM link builder
A UTM link is a normal link with a few labels attached, so your analytics can tell you exactly which newsletter, post, or ad sent each visitor. Fill in the labels; we'll build the link.
The site or app the visitor clicks from: newsletter, facebook, google, a partner’s site.
The channel type: email, social, cpc (paid ads), qr-code, referral.
The push this link belongs to: spring-sale, launch-week, july-newsletter.
Mostly for paid search: the keyword you bid on.
Tells two links in the same place apart: header-button vs footer-link.
Your campaign link
Enter a destination URL above to see your link.
Values are lowercased and spaces become dashes automatically — "Email" and "email" would otherwise show up as two different campaigns in your reports.
What UTM parameters actually do
"UTM" is a leftover acronym (Urchin Tracking Module, from the tool that became Google Analytics), but the idea is simple: without labels, a visitor from your newsletter and a visitor from a Facebook post can look identical in your analytics. Adding utm_source, utm_medium, and utm_campaign to the links you share tells your analytics the whole story: where the link lived, what kind of link it was, and which push it belonged to.
Two habits make campaign links useful instead of messy: pick one spelling per value (this tool lowercases for you), and only tag links you place elsewhere — emails, social posts, ads, QR codes. Never tag links between pages of your own site, or you'll overwrite the real source of the visit.
Crafty Meerkat tracks campaign links automatically and shows them in plain English — plus its built-in link builder never even makes you say "UTM". Try it free for 30 days, or read the campaign tracking guide.