Free Online UTM Builder and Parser with Batch Mode
Tag a URL with the five standard UTM parameters and utm_id, using channel presets and a naming convention that is remembered. Paste a tagged URL to read it back in plain English with a warning for the usual mistakes, or tag a table of rows in one go.
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Source, Medium, Campaign: Which Is Which
Getting these two the wrong way round is the most common tagging mistake there is.
| Parameter | Answers | Good values |
|---|---|---|
utm_source | Which specific place? | newsletter, facebook, google, partner-acme, in-store-poster |
utm_medium | Which kind of channel? | email, cpc, social, paid-social, affiliate, referral, qr |
utm_campaign | Which effort? | 2026-q1-spring-sale, black-friday, launch-v2 |
utm_term | Which paid keyword? | blue+widgets, or left empty outside paid search |
utm_content | Which version or which link? | hero-button, footer-link, variant-b |
utm_id | Which campaign, by id? | The campaign id from your ad platform, so the cost data joins up |
The test that settles it: there are only ever a handful of mediums in a whole organisation,
and a great many sources. If your utm_medium is facebook then you
have put a source in it, and your channel report now has a separate line for every platform
instead of grouping paid social together. Medium is the bucket; source is the specific
thing inside the bucket.
Analytics tools also react to particular medium values. Google Analytics 4 groups
cpc, ppc and paidsearch as paid search,
email as email, and anything it does not recognise as unassigned or referral,
which is where badly tagged traffic goes to be ignored. Pick a short list of mediums, write
it down, and make everyone use it. That is worth more than any tool.
How to Build and Read UTM Links
A few steps, and nothing is uploaded.
What to Know About UTM Parameters
Including what must never go in one.
utm_content hands that identifier to everyone in the chain, and it is a data protection problem rather than a style one. This page warns when a value looks like one of those.
Email, email and E-mail in it. The normalising switch here lower cases the values and turns spaces into hyphens, which is the convention almost everyone lands on eventually.
email, cpc, social, affiliate, referral. Source is the specific place: newsletter, google, facebook, partner-acme. A utm_medium=facebook gives you a separate channel line for every platform instead of one paid social group, and the reading below says so when it sees it.
Key Features & Capabilities
What this tool does, and what it deliberately does not.
About the UTM Builder
UTM parameters are five pieces of text appended to a URL, and the whole system works on the assumption that everyone who ever tags a link spells them the same way. That assumption fails immediately. Someone writes Email, someone writes e-mail, someone puts facebook in the medium field, and six months later the channel report has forty lines that should have been six. None of it is recoverable afterwards, because the tools store what you sent them.
So this page does both halves. Building is the easy half: the six fields, presets for the channels most organisations use, and a normalising switch that lower cases and hyphenates so the same value comes out the same way every time. There is also a naming convention with tokens for the year, quarter, medium and name, which can be remembered in this browser, because a convention nobody can find is a convention nobody follows.
Reading is the more useful half. Paste a tagged URL and each parameter is shown with its value and a sentence saying what it claims, plus a warning where something is wrong: a source sitting in the medium field, a raw space that should have been encoded, the same parameter twice, capital letters that will split your report, or a value that looks like an email address or a customer number and should never have been in a URL at all. The batch mode exists because tagging is rarely one link.
Frequently Asked Questions
Source against medium, case, utm_id and batch tagging.
email, cpc, social, paid-social, affiliate, referral. Source is the specific place within that channel: newsletter, google, facebook, partner-acme. If your medium is the name of a platform, the two have been swapped, and your channel grouping is broken until you fix it.Facebook and facebook as different sources, so they appear as separate rows and every number about that channel is split between them. There is no way to merge them retrospectively without editing the data. Pick lower case with hyphens, which is what the switch on this page does, and apply it to everything.url, source, medium, campaign, term, content and id, with or without the utm_ prefix. The delimiter is detected, so a paste straight out of a spreadsheet works. Rows without a url column use the base URL field, and the output is CSV with the tagged URL in the first column.