Free tool
UTM Link Builder
UTM parameters tell your analytics exactly where a visitor came from — which post, which email, which leaflet QR code. This builder produces correctly-encoded links, keeps your naming consistent (the thing most UTM setups get wrong), and remembers your recent links in your browser.
The three rules of UTM naming
Lowercase everything: GA4 treats "Facebook" and "facebook" as different sources and splits your data. Be consistent: pick one word per channel (facebook, not fb-page and meta and facebook mixed) and keep it forever. Never tag internal links: UTM parameters on links within your own site overwrite the visitor’s real source and corrupt your data.
A sane convention for a local business: utm_source = where the link lives (google, facebook, instagram, leaflet, sign), utm_medium = the type of placement (organic, cpc, social, email, qr, print), utm_campaign = the initiative (spring-offer, gbp-profile). Source and medium are required; campaign is strongly recommended.
Common questions
Do UTM parameters affect SEO?
Not when used properly — on external links pointing at your site. Make sure your pages declare a canonical URL (without parameters), and never add UTMs to internal navigation.
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