data tool
UTM builder
UTM parameters are tags added to the end of a link, such as utm_source=flyer and utm_medium=print, that tell your analytics where a visit came from. Paste the page address, fill in the tags, and copy a tagged link, or make one link per channel in a single step.
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- Runs on your device, nothing is uploaded
- Free, no sign in
- No watermark, no file limit
How it works
- 1
Paste the page address
The full address of the page people should land on, such as a booking page or a form.
- 2
Fill in source, medium and campaign
Source is where the link sits, medium is the kind of channel, campaign is the reason. Term and content are optional.
- 3
Tidy the names
Press Tidy the names to make every tag lowercase with no spaces, so reports group them correctly.
- 4
Copy one link or a set
Copy the tagged link, or press One link per channel for a ready made set to paste into each place.
The five parameters
utm_source names where the link sits: a newsletter, a flyer, Instagram. utm_medium names the kind of channel: email, print, social, cpc. utm_campaign names the campaign: spring-open-day-2026. utm_term was made for paid search keywords, and utm_content tells apart two links in the same place, such as a button and a text link in one email, or two flyer designs. Google Analytics reads these tags when someone opens the link and files the visit under them in its traffic reports. Other analytics tools read the same tags.
Consistent naming so reports do not split
Analytics tools treat Instagram and instagram as two different sources, and a stray space creates a third. Over a few campaigns, reports fill with rows that should be one. Google's own guidance recommends one unique value per platform and channel, kept in an exact, consistent format. Pick a convention, such as all lowercase with hyphens or underscores, write it down, and use it everywhere. The Tidy the names button applies the lowercase, no spaces rule to every field at once, and the warnings point out any field that breaks it.
Source and medium for print, email and social
For a printed flyer, use source flyer or the name of the specific flyer and medium print; the link usually reaches people through a QR code. For a newsletter, source newsletter and medium email. For organic social posts, source instagram, facebook or linkedin and medium social. Paid ads use their platform as source and cpc or paid-social as medium. Keeping medium to a short list of channel types lets analytics group traffic sensibly. The one link per channel button produces exactly these pairs for the campaign you entered.
Do UTM tags affect search rankings
UTM tags do not help or hurt rankings. The page is the same page; the tags only change the address the visitor arrived on. To avoid duplicate addresses in search results, the page should declare its canonical address, which most site builders do. Use UTM tags on links you place in campaigns, not on internal links between pages of your own site, because they would overwrite the original source of a visit that was already under way.
Using tagged links on flyers and forms
A tagged link printed as a QR code on a flyer shows how many people the flyer actually brought to the site. Some flyer designs in the flyer builder include a QR slot, where you type the link to encode, so the tagged link goes straight in; check that the design and size you choose has one. For forms, give each channel its own tagged link to the same form, and your analytics shows which channel brought the most responses.
Keeping a campaign log
Paste every tagged link into a shared sheet with the date, the channel and where it was placed. When results come in, the sheet explains every row in the report, and next campaign's links follow the same names.
Limits
- Builds links only. It does not shorten them or count clicks; your analytics tool does the counting.
- Covers the five standard tags. Google Analytics also reads utm_id and some platform tags, which you can add by hand.
- A UTM tag on a link to someone else's site tells their analytics, not yours.
- Some apps strip query strings when links are shared, so test the final link.
What it does not do
- It does not track visits.
- It does not create QR codes; the QR code generator does.
- It does not store your links.
Questions people ask
What are UTM parameters?
They are tags added to a link after a question mark, such as utm_source=newsletter&utm_medium=email&utm_campaign=autumn-sale. When someone opens the link, analytics tools record the tags with the visit, so reports show which campaign, channel and placement brought each visitor to the page.
What should utm_medium be for a flyer?
Use print, consistently, for every printed piece, and put the specific flyer in utm_source or utm_content, such as source spring-flyer and content qr-code. Keeping medium to a short list of channel types like print, email and social makes reports group traffic cleanly.
Are UTM parameters case sensitive?
Yes, in most analytics tools, including Google Analytics. Email and email appear as separate rows, which splits the numbers for one channel across two lines of the report. Using lowercase for every value avoids the problem, which is exactly what the Tidy the names button does to every field at once.
Can I add UTM tags to a link that already has a question mark?
Yes. The builder keeps the parameters the address already has and adds the UTM tags after them, joined with ampersands. Some pages need their existing parameters to work, such as a product or booking reference, so they must stay in place.
Should I use UTM tags on links within my own website?
No. A UTM tag on an internal link restarts the visit's source, so a visitor who arrived from a search engine and then clicked an internally tagged link would be recorded as coming from your own tag. Keep UTM tags for links placed outside your site.
Put the tagged link on a flyer
Take what you made here into flyers.
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Written and checked by the OneCraft team. Last checked .