liminfoUTM Builder
Free web tool: UTM Builder
Quick Presets
Traffic source origin
Marketing medium/channel
Campaign name
Paid search keyword
A/B test differentiator within a campaign
About UTM Builder
The UTM Builder generates properly formatted campaign tracking URLs by appending UTM parameters — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — to any destination URL. These parameters are read by Google Analytics (and other analytics platforms) to identify exactly which marketing channel, campaign name, and creative drove each visit to your site. Without UTM tags, traffic from paid ads, email campaigns, and social posts often gets misattributed to direct or referral in your analytics reports.
Digital marketers, growth teams, and performance analysts use UTM builders daily to maintain consistent campaign attribution across all channels. Consistent naming conventions across UTM parameters prevent data fragmentation in analytics dashboards, enabling accurate channel comparison, ROI measurement, and budget allocation decisions. The tool supports quick presets for the most common platforms — Google Ads (source: google, medium: cpc), Facebook and Instagram (medium: social), email newsletters, Naver CPC, and Kakao social — letting you tag URLs in seconds rather than manually crafting query strings.
All URL generation runs entirely in the browser using the Web API URL constructor, which properly handles URL encoding, existing query parameters, and special characters. The tool automatically prepends "https://" if no protocol is present, preventing malformed URLs. The generated URL is displayed in a monospace block for easy review and can be copied to clipboard with a single click, triggering a brief "Copied!" confirmation.
Key Features
- Generates complete UTM-tagged URLs with utm_source, utm_medium, utm_campaign, utm_term, and utm_content parameters
- One-click presets for Google Ads (cpc), Facebook, Instagram, email newsletters, Naver CPC, and Kakao social
- Real-time URL preview updates as you type each parameter field
- Clipboard copy with visual confirmation — no manual URL selection required
- Proper URL encoding via browser-native URL constructor handles special characters and existing query strings
- Automatic https:// protocol prepend for bare domain inputs
- utm_content field supports A/B test differentiators within the same campaign (e.g., banner_top vs. text_link)
- 100% client-side — no data sent to any server, works offline after page load
Frequently Asked Questions
What are UTM parameters and why do they matter?
UTM parameters (Urchin Tracking Module) are query string tags appended to URLs that tell analytics platforms like Google Analytics the source, medium, and campaign name of each visit. Without them, traffic from paid social, email campaigns, and display ads often appears as "direct" traffic, making it impossible to measure campaign ROI accurately.
Which UTM parameters are required?
Only utm_source is technically required by Google Analytics, but best practice is to always include utm_source, utm_medium, and utm_campaign together. utm_term is typically used for paid search keyword tracking, and utm_content is used to differentiate multiple links within the same campaign (useful for A/B testing creatives).
What values should I use for utm_medium?
Use standardized medium values to keep analytics consistent: "cpc" for paid search, "social" for organic social posts, "email" for email campaigns, "banner" or "display" for display ads, "affiliate" for partner links, and "organic" for non-paid channels. Inconsistent casing (CPC vs cpc) creates separate entries in Google Analytics.
How do the presets work?
Clicking a preset button (e.g., "google") automatically fills the utm_source and utm_medium fields with standard values for that platform: google/cpc for Google Ads, facebook/social for Facebook, newsletter/email for email campaigns, naver/cpc for Naver, and kakao/social for KakaoTalk. You still need to fill in the campaign name manually.
Will UTM parameters break my existing URL query strings?
No. The tool uses the browser-native URL constructor which correctly appends UTM parameters as additional query string entries without overwriting existing parameters. For example, "example.com?ref=homepage" becomes "example.com?ref=homepage&utm_source=google&...".
Should I use UTM tags on internal links?
No — never add UTM parameters to links that point to pages within your own website. Doing so resets the session in Google Analytics, inflates session counts, and loses attribution from the original external traffic source. UTM tags are only for external links in ads, emails, and social posts that point to your site.
How is utm_content different from utm_campaign?
utm_campaign identifies the marketing initiative (e.g., "spring_sale_2024"), while utm_content identifies the specific ad creative or link variant within that campaign. This is especially useful for A/B testing: use utm_content values like "banner_top" vs "banner_sidebar" to see which creative drives more conversions within the same campaign.
Can I use spaces or special characters in UTM values?
The tool handles URL encoding automatically, but it is best practice to use underscores or hyphens instead of spaces (e.g., "spring_sale" not "spring sale"). Spaces get encoded as "%20" or "+", which can make reports harder to read. Stick to lowercase letters, numbers, underscores, and hyphens for clean, consistent UTM values.