UTM link builder.
Label your campaign traffic.

PRACTICAL NOTES

Use campaign names you can compare later

CAMPAIGN LABELLING

Make links that are easy to compare later

A UTM link carries campaign labels in the destination URL. Decide the destination first: it should be a page that answers the promise in the post, email or advertisement. Then name the source, medium and campaign before you make several variations. Source identifies where the visit came from, such as a newsletter or social platform. Medium describes the broad channel. Campaign groups the activity you want to compare. Term and content are optional ways to separate a keyword or creative placement. The builder assembles these values; analytics on the destination site must collect the visit.

Write a small naming convention

Choose one spelling and use it consistently. If one person enters "Instagram", another "ig" and a third "instagram", reports may split the same source into separate rows. A simple campaign name such as "winter_launch" is easier to compare than a sentence with spaces and punctuation. Keep a short shared list of approved sources and mediums if several people publish links. Use the content field for a meaningful distinction, such as "bio" versus "story", rather than making a new campaign for every placement.

Keep the destination intact

Paste the actual landing-page address, including any necessary non-UTM query parameters. The builder replaces existing UTM fields with the values you enter and leaves other parameters in place. After creating the link, open it in a fresh browser tab and check that the correct page loads. Look at the final address for an accidental duplicate, a typo or a redirected page that drops parameters. If the landing page changes after you distribute a QR code or printed link, test the redirect path as well.

Protect people and interpret reports carefully

Do not put a recipient's name, email address, phone number or private order number in a UTM value. URLs can appear in browser history, shared screenshots, server logs and analytics tools. A campaign link is a label, not a tracking system by itself and not proof of a sale. Analytics settings, consent choices, redirects and ad blockers can affect what you see. Compare trends rather than expecting every click to appear exactly once. Keep the original campaign plan so you can understand what each label meant later.

Before publishing at scale, click one test link from each channel and confirm the destination and report labels. When a campaign ends, keep the naming convention and record what you learned. That makes future links easier to audit and prevents small inconsistencies from turning into confusing reports. If a link is intended for a printed flyer, keep the visible short address readable as well as the QR code. If it is for email, test it in the actual message after formatting, since some editors can alter punctuation in a copied URL. Store the final links with the campaign assets so teammates use the same version rather than rebuilding slightly different ones.

Treat campaign labels as shared data. If one teammate changes a medium name halfway through a campaign, document the change so reports can be joined sensibly. Use the same naming convention in a spreadsheet or brief, and avoid reusing an old campaign label for an unrelated launch. These habits make later comparison more reliable than adding more parameters to every link.