Free UTM link builder
Add campaign tags to any URL in seconds, so Google Analytics shows you exactly which post, ad or email drove the click. Quick mode for speed, advanced mode for full control.
What each part of a UTM link means
Three you almost always use, two extras
The platform or website sending the traffic.
facebookThe type of channel the link sits in.
socialThe campaign or promotion the link belongs to.
summer-sale-2026Mostly for paid search keywords.
holiday-cottagesWhich specific link, post or A B variant.
variant-aHow to build a UTM link
Start with the URL
The exact page you want people to land on after they click.
Pick source and medium
Quick mode sets both from a simple menu. Advanced mode gives you full control.
Name the campaign
Group related links under one name so you can compare them over time.
Copy and use it
Drop it into your post, ad, email or link in bio, or turn it into a QR code.
UTM best practices
Keep everything lowercase
Google Analytics reads Facebook and facebook as two different sources, which splits your data.
Use hyphens, not spaces
Spaces turn into messy characters. Pick hyphens and stay consistent across the team.
Normalise your sources
Always facebook, never FB or FACEBOOK, and leave off the .com.
Document your convention
Keep a shared sheet of approved source, medium and campaign names so everyone tags the same way.
Never tag internal links
UTMs on your own site start new sessions and corrupt your on site data. Tag only links from outside.
Watch links copied from social
Some apps add their own tags. Strip those before you reuse the URL.
UTM links for social media
Social is where UTM links earn their keep, because otherwise a Facebook ad, an Instagram story and last month's blog share all look the same in your reports. Instagram and TikTok captions do not allow clickable links, so put your tagged link on your link in bio destination, not the caption. Facebook posts and link in bio both take a clickable URL, so tag those every time.
Use utm_medium=social for organic posts, which lands under Organic Social in Google Analytics 4. Use utm_medium=paid-social for boosted posts and ads, so paid and organic traffic do not blend into one figure. Give each influencer or affiliate their own source value, and you can measure exactly what each one drives.
Where to find your UTM data in Google Analytics
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition, and group by session source, medium or campaign. Data usually appears within 24 to 48 hours, and the Realtime report confirms a new link is tracking.
Do UTM links affect SEO?
No. Google ignores UTM parameters when it indexes pages, so tagged links do not help or harm your rankings. Just avoid using UTM links inside your own site, which can create duplicate URLs, and rely on your canonical tags.
Pair it with the rest of the kit
QR Code Generator
Turn any link or text into a downloadable QR code for print, packaging and bios.
Instagram Engagement Rate
Check your real engagement rate against 2026 UK benchmarks.
Social Media ROI Calculator
See your ROAS, CPC and CPA in pounds against UK benchmarks.
UGC Rate Calculator
What creators should charge and what brands should pay, in pounds.
Hashtag Generator
Thirty tiered hashtags for your niche, with banned tag warnings.
Bio Generator
Five strong social bios with live character counts.
Best Time to Post
UK timezone posting windows with a seven day heatmap.
UTM links FAQ
What clients say
"If you want a self-starter with the ability to think strategically and minimize the time between ideation and creation, Velena is your go-to! She's done a phenomenal job with managing our UGC portfolio, curating and creating our content."
"Velena was a pleasure to work with, she worked solely with the brief provided and was even ahead of her deadline. The content produced was clean, professional and on brand."
"I've known Velena for many years and she is a great content creator and reliable. I highly recommend her. Looking forward to hiring her again."
"Fantastic service. Been a client for 3 years now and have seen fantastic results, increased viewers, followers and viral videos."
Made by Velena and Dragos
Velena Lifestyle is a UK social media and content agency based in High Wycombe, run by Velena Nikolova, creative director and UGC creator featured in Women's Health, and Dragos Nistor, business strategy lead and a LinkedIn Top Entrepreneurship Voice for 2024.
We build these free tools from real agency work across travel, hospitality and lifestyle brands, then use the same thinking when clients want it done for them.
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Want tracking and reporting done for you?
We set up UTM tracking, GA4 reporting and social content for brands, so you always know what is working. Including work across travel, hospitality and lifestyle.
Stop guessing which posts work
We tag every link, report on real clicks and bookings, and turn the numbers into a plan you can act on.
See how we work