How to build a UTM link
- Paste the page address you want people to land on.
- Fill in the three required fields: source, medium and campaign name. The quick fill buttons set common source and medium pairs.
- Add term, content or ID only if you need them.
- Copy the finished link and use it in your ad, email, post or QR code.
What each UTM field means
| Field | Parameter | Example | Use it for |
|---|---|---|---|
| Source | utm_source | newsletter | Where the visit comes from: a site, platform or list |
| Medium | utm_medium | The type of channel: email, social, cpc | |
| Campaign | utm_campaign | spring_sale | The promotion or effort the link belongs to |
| Term | utm_term | running+shoes | The paid search keyword (optional) |
| Content | utm_content | blue_banner | Tells two links in the same campaign apart (optional) |
| ID | utm_id | abc123 | A campaign ID from your ad platform (optional) |
Tips
- Keep names lowercase. Analytics treats Email and email as two different values.
- Pick a naming pattern and stick to it. Use underscores instead of spaces.
- Never put UTM tags on links between pages of your own site. They can overwrite the real source of a visit.
- Use a short link service if the tagged address is too long for where you post it.
Limits to know about
- The tool builds the link. It does not track clicks. You need an analytics tool such as Google Analytics to read the results.
- Some apps and privacy tools remove tracking parameters from links before they open.
- If your address already has UTM tags, the tool replaces them and tells you so. Other query parameters and the part after # are kept.
Privacy
The link is built in your browser as you type. The address and campaign names you enter are not sent to ToolsRiver or any other server.
Frequently asked questions
Which UTM fields are required?
Google Analytics expects source, medium and campaign. Term and content are optional, and the tool will not build a link without the first three.
Do UTM links change the page people see?
No. The page loads the same way. The extra parameters are only read by analytics tools.
Should I use uppercase or lowercase?
Lowercase. Values are case sensitive in reports, so mixed case splits your data into separate rows.
Can I add UTM tags to a link that already has a query string?
Yes. Existing parameters such as ?id=5 stay in place and the UTM tags are added after them.
About this tool
Built by the ToolsRiver team. Tested in Chrome on a desktop computer in November 2026 with plain, query-string, hash and localhost addresses, missing fields and existing UTM tags. Not tested on every phone browser.