WebAssetKit

SEO tools

UTM Link Builder

UTM parameters are small tags added to a link so your analytics tool can show which email, post or advert a visitor came from. Fill in the source, medium and campaign, and copy the finished link.

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    Use consistent names. “Email” and “email” are different values in reports unless you keep them lower case.

    How to use the UTM Link Builder

    1. Enter the page address.
    2. Fill in source, medium and campaign. Term and content are optional.
    3. Keep “lower case” ticked so reports do not split “Email” and “email”.
    4. Copy the link and use it in your email, post or advert.

    Tips for better results

    • Agree on names with your team and keep a list. “fb”, “facebook” and “Facebook” are three different sources in reports.
    • Do not use UTM links for links inside your own site. They can restart the visit and hide the real source.
    • Use short links or a link button if the long address looks untidy.

    Limitations you should know about

    • The tool builds links. It does not track clicks or show results; you need an analytics tool such as Google Analytics.
    • Visitors can see and change the parameters in the address. Never put personal data, names or email addresses in them.
    • Tagged links can split one page into many addresses in reports. Search engines should still use your canonical address.

    Frequently asked questions

    Which fields are required?

    Source, medium and campaign are the ones to always fill in. Term and content are optional extras.

    Should values be lower case?

    Reports treat different capitals as different values, so lower case is safer.

    Does it change my existing link?

    It keeps any existing query values and the #hash. Old utm_ values are replaced.

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