Free Tool
UTM Builder for Social Media Links
Tag the links you share on social media so Google Analytics and other tools know which network, campaign, and post sent each visit. Enter a URL, pick a source, and copy the tagged link. Values are lowercased and spaces become underscores, so one campaign never splits into several rows.
Updated
Quick Source
Tagged Link
Values are lowercased and spaces become underscores, so "Spring Sale" and "spring sale" land in the same campaign row.
The Five UTM Parameters
| Parameter | What it records | Example |
|---|---|---|
utm_source | The site that sent the visit | |
utm_medium | The type of channel | social |
utm_campaign | The campaign or promotion | spring_sale |
utm_content | Which post or creative | carousel_slide_3 |
utm_term | A keyword (mostly for paid search) | optional |
Naming Rules That Keep Reports Clean
- Use lowercase everywhere; analytics tools treat "Instagram" and "instagram" as different sources.
- Use one medium for organic social ("social") and a different one for paid ("paid_social").
- Use
utm_contentto tell apart posts in the same campaign. - Never tag internal links on your own site; it overwrites the original source.
Frequently Asked Questions
What should utm_medium be for social media?
Use "social" for organic posts and something like "paid_social" for ads, and keep it consistent. Google Analytics 4 uses the medium to group visits into channels.
Do UTM parameters affect SEO?
No, as long as your pages declare a canonical URL, which search engines use instead of the tagged link.
Can I track clicks without UTMs?
Markaestro Intelligence includes tracked short links that count clicks per post without storing personal data. See Intelligence.