Skip to content
BoldlyType
All tools

UTM Builder

Planning & Utilities

UTM Builder — a fast, free creator utility that runs in your browser. No signup, no install, and nothing you enter is stored.

UTM Builder

Build trackable campaign URLs that show up cleanly in GA4.

How UTM parameters actually track clicks

UTM tags are five plain-text parameters you bolt onto the end of a link so Google Analytics can tell where a visitor came from. The three that matter most are utm_source, utm_medium and utm_campaign; utm_term and utm_content are optional. They're just query strings after a question mark, so they don't change where the link goes, only how the visit gets labelled. The detail most people miss: UTM values are case-sensitive. "Facebook" and "facebook" become two separate rows in your reports, quietly splitting one campaign into a mess you have to clean up later.

UTM builder tips

  • Pick one casing rule, usually all lowercase, and never break it. GA4 treats Email and email as two distinct sources.
  • Use underscores or hyphens instead of spaces; a raw space becomes %20 and makes your links ugly and harder to read in reports.
  • Keep utm_source the platform and utm_medium the channel type, like source=newsletter, medium=email. Mixing them up scrambles your default channel groupings.
  • Never add UTMs to internal links between your own pages; it overwrites the original source and erases where the visitor truly came from.

Related tools

Invisible Character DetectorFind & Replace (with Regex)Fake Tweet GeneratorX / Twitter Thread MakerBluesky Thread MakerLink Previewer for Social Media

UTM Builder — common questions

Latest questions readers ask us about this topic.

What are the five UTM parameters?

utm_source, utm_medium, utm_campaign, utm_term and utm_content. Source, medium and campaign are the core three Google Analytics expects. Term is mainly for paid-search keywords, and content distinguishes two links pointing to the same page.

Are UTM parameters case-sensitive?

Yes. Google Analytics reads Spring_Sale and spring_sale as separate campaigns, so inconsistent capitalisation splits your data across duplicate rows. Lowercase everything and stick to it to keep each campaign reported as a single line.

Do UTM tags slow down or break my link?

No. They're query parameters appended after a question mark, so the destination page loads exactly the same. The only real risk is a messy URL or a redirect that strips the parameters before analytics can record them.

Explore the topic cluster

A wider set of tools and guides on this topic.

ToolInstagram Bio GeneratorProfile bios that convert visitors to follows.ToolInstagram Username GeneratorAvailable, on-brand handle ideas.GuideHook Formulas That Actually WorkFirst lines that stop the scroll.GuideHow Many Hashtags on Instagram?What the current evidence actually says.FormatterInstagram Text FormatterStyle the first line where the feed truncates.CounterCharacter CounterRight-size captions and hooks per platform.