UTM builder — a tracked link in ten seconds
Enter your URL, the source and the campaign: the link builds itself as you type. Free, no sign-up, and nothing is sent anywhere — it all happens in your browser.
Enter the destination URL to watch the link build itself.
The five parameters, and what they mean
UTMs are five URL parameters recognised by most measurement tools. They describe the campaign, never the person.
| Parameter | What it answers | Example |
|---|---|---|
utm_source | Where does the click come from? | linkedin |
utm_medium | Through what kind of channel? | social |
utm_campaign | As part of which campaign? | lancement-glossaire |
utm_term | On which purchased keyword? | analytics-rgpd |
utm_content | Which variant of the link? | bouton-haut |
The first three are enough in the vast majority of cases. The last two only matter in paid advertising and when telling two links of the same campaign apart.
Three mistakes that skew your reports
Mixing cases. Values are case-sensitive: LinkedInandlinkedincount as two sources, and cut your figures in half. This builder normalises them for you.Tagging your own internal links. A UTM on a link within your own site resets the source mid-journey: the conversion is attributed to your page, no longer to the campaign that brought the visitor. Slipping personal data into it. An email address or a customer id in the URL enters the measurement tool along with everything else, and becomes personal data.
Frequently asked questions
What are UTM parameters for?
They carry the origin of a visit in the URL itself, instead of relying on the referrer the browser sends — or does not send. That is what lets you tie a click to a specific campaign rather than watch it fall into "direct".
Which parameters are mandatory?
Three in practice: utm_source, utm_medium and utm_campaign. utm_term and utm_content only matter in paid advertising and variant testing. A link with no source and no medium is unusable in an acquisition report.
Should values be written in lowercase?
Yes. Values are case-sensitive: LinkedIn and linkedin become two separate sources in your reports, and your figures end up split in half. The builder normalises them for you.
Do UTMs raise a GDPR problem?
The five standard parameters describe the campaign, not the person, and raise no difficulty. The risk comes from what you add to them: an email address or a customer id slipped into the URL enters the measurement tool along with everything else, and becomes personal data.
Are UTMs good for search?
Never put a UTM on a link internal to your site: you would break attribution by resetting the source mid-journey. On inbound links they create URL variants — hence the importance of a canonical tag on the destination page.