Free Tool
Build a campaign tracking link in seconds, so your analytics can tell you which posts, profiles and emails actually bring in customers. Pick a preset, paste your page address and copy the link.
Free
no sign-up needed
Presets
for the usual places
Tidy
values, so your reports match up
GA4
and any other analytics tool
Build Your Link
A UTM link is your normal page address with a few labels stuck on the end. When someone clicks it, your analytics records where they came from instead of lumping them in with everyone else.
Anything already tagged on the address is replaced, so you will not end up with the same label twice.
Start with a preset
Paste the full address of the page, including https.
Where the click comes from.
The type of link, such as social or email.
What you are running, so you can group the clicks later.
Content tells two versions of the same link apart. Term is for the keyword on paid search.
The Parts of a Link
There are five labels you can add. Three are worth filling in every time, and two are only useful in particular cases.
Where the click came from, named after the place rather than the type: google, facebook, instagram, mailchimp, a partner site. Keep the same spelling every time or your reports will split in two.
The kind of link it is: organic, social, email, cpc, referral, qr-code. Analytics tools use this to sort your traffic into channels, so stick to the usual words.
What you are running, such as spring-offer or new-showroom. This is what groups everything together, so you can see how one push did across every link you shared.
Content tells two versions apart, such as header-button and footer-link in the same email. Term is for the keyword behind a paid click, and most local businesses never need it.
Where to Use It
You do not need to tag everything. Tag the handful of places where you would like a straight answer to the question “did that bring in any work?”
Tag the website button and your profile posts separately and you will finally know how much work your profile brings in, rather than guessing. It makes no difference to how you rank.
Use a different campaign name for your bio link and for individual posts. That way a post that quietly brings in enquiries does not get lost in the general social traffic.
Your email signature, a newsletter, a QR code on a van or a flyer. Print is where tagging pays off most, because otherwise those visits arrive with no label at all.
Getting It Right
Tracking links are easy to get wrong in ways that quietly ruin the numbers you were trying to collect.
Tag links between your own pages. Your analytics treats the visitor as though they have just arrived from somewhere new, which wrecks the very report you wanted.
Mix Google and google. Different capitals mean different rows in your reports.
Add tags to Google Ads links. Google Ads already labels its own clicks through auto-tagging.
Put anything private in a link. The labels are visible in the address bar and in your reports.
Making Sense of It
Knowing which posts and profiles bring in work is the easy half. The harder half is turning up in the searches you are missing, and having a website that turns those visits into enquiries. That’s what I do.
Send me a link to your website and I’ll tell you where your enquiries are really coming from, and what is worth fixing first. No sales script, just a straight answer.
Questions
Something else on your mind? Ring or WhatsApp me. You’ll get a real answer from me, not a sales script.
It is an ordinary web address with extra labels on the end, starting utm_source, utm_medium and utm_campaign. The labels do nothing to the page itself. They simply tell your analytics where the visitor came from, so you can see which posts, emails and profiles bring in work.
Yes. No sign-up, no limit, and the link is built in your browser, so nothing you type is sent to me or stored.
Source is the place, medium is the type of link. A post on your Facebook page would be source facebook and medium social. A link in your newsletter would be source mailchimp and medium email.
Yes. GA4 reads utm_source, utm_medium, utm_campaign, utm_content and utm_term, and it shows them in your traffic acquisition reports. The same labels work in most other analytics tools too.
Not when you use them the way they are meant to be used, on links coming into your website from somewhere else. What you should not do is tag links between your own pages, which confuses your reports, or link to tagged addresses from other websites when the plain address would do.
Yes, and it is one of the most useful places to use one, because it separates profile visits from the rest of your search traffic. It makes no difference to your local ranking. Your profile traffic will simply appear under the labels you chose rather than as ordinary search traffic.
The labels are case sensitive, so Facebook and facebook end up as two separate rows in your reports. That is why the tool tidies your values into lower case with hyphens unless you turn it off.
Yes. A shortened link passes the labels along when it redirects, which is handy for print, QR codes and social bios where a long address looks untidy.
No. Google Ads labels its own clicks through auto-tagging, so adding your own labels on top can cause double counting. Use tracking links for the places nothing tags automatically, such as social, email, print and your Google Business Profile.
Yes. Campaign tracking and plain-English reporting are part of my local SEO services, and you can see the rest of my free tools on the free tools page.