---
title: UTM Builder — Campaign URL Generator, Free & Private
url: https://varstatt.com/toolkit/utm
description: Build UTM campaign links for posts, newsletters and ads, with source, medium and campaign.
section: Developer Toolkit (https://varstatt.com/toolkit)
tags: seo
related: UTM (https://varstatt.com/toolkit/utm), OG (https://varstatt.com/toolkit/og), Robots (https://varstatt.com/toolkit/robots), Sitemap (https://varstatt.com/toolkit/sitemap)
---
# UTM Link Builder

Build UTM campaign links for posts, newsletters and ads, with source, medium and campaign.

## How It Works

1. **Enter the page and the campaign** — Paste the page you link to, then fill in the source (where the click comes from), the medium (the channel type) and a campaign name.
2. **Add term and content if you need them** — Term tags a paid search keyword. Content tells two links in one campaign apart, such as a header link and a footer link.
3. **Copy the link** — The link updates as you type. Existing query parameters on your page are kept; old utm_ values are replaced.

## FAQ

### What are UTM parameters?

Five tags you add to a link's query string: utm_source, utm_medium, utm_campaign, utm_term and utm_content. Analytics tools read them to tell you which post, email or ad a visit came from. Source, medium and campaign are the three that matter for almost every link.

### Which analytics tools read UTM tags?

Google Analytics, Plausible, Simple Analytics, Fathom, Matomo and most others. The tags work the same everywhere, because they are plain query parameters on your own URL.

### Why is lowercase on by default?

UTM values are case-sensitive in most tools. 'Newsletter' and 'newsletter' show up as two separate sources in your reports. Lowercasing everything keeps one source, one row. Turn it off if you need exact case.

### Should I use UTM tags on links inside my own site?

No. A UTM tag starts a new session in some tools and overwrites the real source of the visit. Use them only on links that bring people from outside: posts, emails, ads, partner pages.

### Is my link sent anywhere?

No. The link is built in your browser and never leaves the page. For checking where a finished link ends up, use the [redirect checker](https://varstatt.com/toolkit/redirects).

## Usage

This tool runs entirely in the browser — visit the URL above to use it.

Prefill inputs via URL parameters:

- `https://varstatt.com/toolkit/utm?url=...`

## Related Tools

- [UTM](https://varstatt.com/toolkit/utm)
- [OG](https://varstatt.com/toolkit/og)
- [Robots](https://varstatt.com/toolkit/robots)
- [Sitemap](https://varstatt.com/toolkit/sitemap)