Free tools
UTM Link Builder
Is it your Instagram bio link, your newsletter or the QR code on your flyer that brings more visitors? Add UTM tags to your links and Google Analytics shows you each one. Pick a template or fill in the fields yourself.
Pick a template
Spaces and special characters are fixed automatically: "Summer Sale" → summer-sale.
What do the fields mean?
- utm_source: where the visitor came from: instagram, google, newsletter.
- utm_medium: how: social, cpc (paid ads), email, qr.
- utm_campaign: the campaign name: summer-sale, launch.
- utm_content (optional): to tell apart different visuals or buttons in the same campaign.
Use lowercase and no special characters; the tool fixes this for you. "Instagram" and "instagram" show up as two separate sources in Analytics.
FAQ
Where do I see the results?
In Google Analytics 4 under Reports → Acquisition → Traffic acquisition, by source / medium and campaign.
Should I add them to Google Ads links?
If Google Ads is linked to Analytics, auto-tagging is enough. Use UTMs for Meta, email, QR codes and partnerships.