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UTM builder

Fill in the fields and copy the link. Values are lowercased and spaces become underscores, so one source never splits into three rows.

Stock photos and example labels, not customers.

Where the visit comes from.
The type of traffic.
Campaign name or ID.
Creative ID and version.
Mostly for search keywords.

Example presets use made-up numbers.

How it works

The tool adds the parameters you filled in to the destination link. Existing query parameters and any # fragment are kept. Empty fields are left out.

Rules worth applying

  • Use a fixed list of source and medium values across the whole agency.
  • Put the creative ID in utm_content so analytics uses the same key as the ad name.
  • Never put personal data in a parameter.

Platform macros

Meta and Google can fill some values automatically through macros such as campaign or ad names. Macro names and availability change, so check each platform's current documentation before using them. This tool does not insert macros.

Related terms

UTM parametersCreative IDAttribution window

Read next

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An ad naming convention that survives a team of ten

Good names are a free analytics layer. Bad names mean exporting to a spreadsheet every month to work out what an ad was.

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How to review a creative test by creative ID

A creative test is only readable if every copy of the same asset can be added up. A creative ID makes that possible.

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Questions about this tool

Do UTM parameters change how the page looks?

No. They are read by analytics and do not change the page. Keep them out of canonical URLs and shared organic links.

Why lowercase everything?

Most analytics tools treat values case-sensitively, so 'Meta' and 'meta' become separate rows. One rule removes that class of error.

Is the link sent anywhere?

No. The link is built in your browser and never leaves it.

Built for shop owners, creators and agencies. Stock photos, not customers.

Run the next client review from one screen.

We open one agency at a time, with your own accounts connected read-only first.

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