Free UTM builder for campaign links that track cleanly
Enter your URL, add a source, medium, and campaign name, and copy a tagged link that keeps your analytics tidy. Free and built entirely in your browser.
Your campaign URL
Fill in the URL, source, medium, and campaign name to build the link.
How to build a UTM link
Paste the URL you want people to land on.
Fill in the source, medium, and campaign name.
Add optional content and term values for extra detail.
Copy the tagged link and use it in your posts.
What UTM parameters actually do
A quick guide to the five tags, the three you always need, and how to keep them consistent.
The five parameters, and the three that matter
UTM parameters are short tags appended to a URL that tell your analytics where a visitor came from. There are five: utm_source names the site or platform (instagram, newsletter), utm_medium names the channel type (social, email, cpc), utm_campaign names the specific push (spring-launch), utm_content separates placements within a campaign (bio-link versus story-link), and utm_term records the keyword on paid search. Source, medium, and campaign are the three you should always set. Content and term are optional refinements you add when you want to compare placements or keywords.
Pick a naming convention and never break it
Analytics tools treat "Instagram", "instagram", and "IG" as three different sources, so inconsistent tags quietly split one campaign into several rows of data. The fix is a boring, rigid convention: everything lowercase, hyphens instead of spaces, and the same source names reused forever. Write your standard values down once and make everyone who builds links follow them. Clean tags are what make the reports in a social media analytics dashboard worth reading, because every click rolls up under the campaign it belongs to.
Why untagged social links show up as direct
Clicks from social apps often arrive with no referrer at all, so GA4 files them under direct, or lumps everything from a domain into one generic referral row. That means your bio link, your Stories, and your individual posts all blur together and nothing gets credit. Tagged links fix attribution at the moment of the click: the parameters travel with the visitor, so GA4 knows exactly which campaign and placement sent them. Tag the URL in your link in bio tool too, and profile clicks stop hiding inside your direct traffic.
Questions, answered
What are UTM parameters?
UTM parameters are tags added to the end of a URL, like utm_source=instagram, that tell your analytics tool where a click came from. They travel with the visitor to your site, so reports can group traffic by platform, channel, and campaign.
Which UTM parameters are required?
Three: utm_source, utm_medium, and utm_campaign. GA4 needs source and medium to classify the traffic, and campaign to group it. The other two, utm_content and utm_term, are optional and used for comparing placements or recording paid search keywords.
Should UTM values be lowercase?
Yes. Analytics tools are case sensitive, so "Instagram" and "instagram" appear as separate sources and split your data. Keep every value lowercase, replace spaces with hyphens, and reuse the exact same names across every link you build.
Why does my social traffic show as direct in GA4?
Clicks from mobile apps often carry no referrer information, so GA4 cannot tell where they came from and files them as direct. Adding UTM parameters to the links you share puts the attribution in the URL itself, so those clicks report correctly.
Where do I see UTM data in GA4?
Open Reports, then Acquisition, then Traffic acquisition, and switch the dimension to session source/medium or session campaign. You can also add campaign, content, and term as secondary dimensions or build a custom exploration around them.
Do UTM parameters affect SEO?
Not when you use them as intended, on links you share externally. Avoid using tagged URLs for internal navigation on your own site, since that overwrites the visitor's original attribution and can create duplicate URLs for the same page.
Does the UTM builder require a Pallyy subscription?
No. The builder runs in your browser at no charge, with nothing to sign up for. The URL is assembled on your device, and you can create and copy as many campaign links as you like.
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