UTM link builder
Tagged campaign links, with the casing normalised so reports do not split. Free and no account. Nothing leaves your browser.
Source, medium, campaign and term are lowercased with spaces turned to underscores, because analytics tools count Facebook and facebook as two different sources. Content is left as typed, since it is often a headline.
Enter a URL to begin
What it tells you
Casing normalised automatically
Source, medium, campaign and term are lowercased with spaces turned to underscores. There is no toggle, because the toggle is how reports end up split.
Campaign content left alone
It is often a headline or a variant label where capitals carry meaning, so it is passed through as typed.
Presets for the common channels
Newsletter, LinkedIn, X, Google Ads and podcast, filling source and medium in one click.
Real URL parsing
Existing query parameters on your destination are preserved rather than clobbered.
Questions people ask
Why does my campaign appear twice in analytics?
Almost always casing. Analytics tools treat Facebook and facebook as different sources, so a campaign tagged by three people ends up split across six rows and the totals look wrong. This tool lowercases source, medium, campaign and term for exactly that reason.
What is the difference between source and medium?
Source is where the click came from as a named thing, such as newsletter or linkedin. Medium is the kind of channel, such as email, social or cpc. A useful test: several sources can share one medium, never the reverse.
Do UTM parameters hurt SEO?
They can create duplicate URLs if a tagged link gets indexed, which is why tagged links belong in email, ads and social rather than in internal navigation. A canonical tag on the destination handles the rest.
Do I need utm_term and utm_content?
Rarely. Term was built for paid keywords, content for distinguishing two links in the same email. If you cannot say what you would do with the data, leave them empty.
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