UTM Tag Generator

What is the UTM Tag Generator and what does it do?

The UTM Tag Generator is a specialized marketing utility designed to create "tagged" URLs for tracking the performance of online campaigns. UTM stands for "Urchin Tracking Module," a system of parameters originally developed by Urchin (the predecessor to Google Analytics) to identify how visitors arrive at a website.

By appending specific tags to the end of a link, marketers can see exactly which source, medium, and campaign name drove a particular conversion. Our tool provides a structured interface to build these complex URLs without manual typing errors, ensuring that your data in Google Analytics, Matomo, or other tracking platforms remains clean and actionable. It is an essential tool for social media managers, email marketers, and digital advertisers who need to measure their Return on Investment (ROI).

How to use the UTM Tag Generator

Building a tracking link is a simple process of filling in the blanks. Follow these steps:

1. Website URL: Enter the full destination link (including https://).
2. Campaign Source: Enter the platform where the link will live (e.g., facebook, google, newsletter).
3. Campaign Medium: Specify the type of traffic (e.g., cpc, organic, email, social).
4. Campaign Name: Give your specific marketing push a unique name (e.g., spring_sale_2026).
5. Copy and Use: Once you fill in the required fields, the full URL with tags will appear below. Copy it and use it in your ads or posts.

Formula / method

A UTM-tagged URL follows a specific structure where parameters are added to the end of the URL after a question mark (?) and separated by ampersands (&). Here is the technical breakdown:

• The Separator: The first parameter always starts with ?. Every subsequent parameter starts with &.
• Key-Value Pairs: Each tag consists of a key (e.g., utm_source) and a value (e.g., twitter), connected by an equals sign (=).
• Encoding: Special characters and spaces in your values are "URL encoded" (e.g., a space becomes %20 or +) to ensure the link doesn't break.
• The 5 Core Tags: utm_source (required), utm_medium, utm_campaign, utm_term (for paid keywords), and utm_content (for A/B testing).

Worked example

Let's say you are running a "Buy One Get One" (BOGO) promotion on Instagram and want to track how many people click the link in your bio.

1. Step 1: Website URL. https://yoursite.com/shop
2. Step 2: Source. instagram
3. Step 3: Medium. social_bio
4. Step 4: Campaign. bogo_promo_june
5. Resulting URL: https://yoursite.com/shop?utm_source=instagram&utm_medium=social_bio&utm_campaign=bogo_promo_june

Practical tips

• Use Lowercase Only: Google Analytics treats "Email" and "email" as two different sources. Always use lowercase to keep your reports clean.
• Avoid Spaces: Use underscores (_) or dashes (-) instead of spaces in your campaign names.
• Shorten Your Links: UTM-tagged URLs can be very long and ugly. After generating your link, consider using a URL shortener or our QR Code Generator for physical marketing materials.
• Internal Linking Warning: Never use UTM tags for internal links (links from one page of your site to another). This will overwrite the original source data and ruin your session tracking.

Frequently asked questions

Which UTM tags are mandatory? While Google Analytics only strictly requires utm_source, it is a best practice to always include utm_medium and utm_campaign as well.

Can I hide UTM tags from users? No, UTM tags are always visible in the browser's address bar. This is why you should avoid putting sensitive or internal information in your tags.

Is there a limit to how many I can make? No. You can generate an unlimited number of tracking links for free using our tool.