The UTM builder adds utm_source, utm_medium, utm_campaign and other parameters to a link, so analytics can tell where a visitor came from: a newsletter, social media, an ad or a QR code on a flyer. It keeps existing parameters and the #anchor, normalises everything to lowercase and handles a whole list of links at once.
Keep names consistent (always "facebook", not "Facebook" one day and "fb" the next), or your analytics data splits.
Runs entirely in your browser. Nothing is uploaded or stored.
One, or several, each on its own line.
Or use a quick pick, such as newsletter / email.
Use them in an email, a post or a QR code.
| Channel | utm_source | utm_medium |
|---|---|---|
| Newsletter | newsletter | |
| Facebook / Instagram post | facebook / instagram | social |
| Google Ads | cpc | |
| Sklik (Seznam ads) | seznam | cpc |
| social | ||
| Flyer, poster (QR code) | qr |
The main rule: stick to the names you choose. If you write “Facebook” once, “facebook” the next time and “fb” the third, analytics treats them as three different sources. That’s why the builder lowercases everything by default.
In practice source (where from: newsletter, facebook), medium (the channel type: email, social, cpc) and campaign (the campaign name). Term and content are optional, useful for keywords or ad variants.
No. UTMs on internal links overwrite the original source of the visit and analytics then shows nonsense. Use them only on links that lead to your site from elsewhere.
Yes. Plausible, Umami and Google Analytics all read UTM parameters. This website uses cookieless analytics and evaluates UTMs the same way.
Create a link with utm_medium=print and put it into a QR code. You'll see how many people came from a flyer or poster.
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