UTM Link Builder

Stop guessing where your traffic comes from. Add UTM tags to any link and your analytics will show exactly which email, post or campaign drove each visit — instead of dumping it all into '(direct) / (none)'.

Need more than the free basics? Tagging the links is step one — the payoff is seeing them roll up in a dashboard. A tool like Databox pulls your UTM campaign data from GA4 and 130+ sources into one clean view your team actually checks.

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Which UTM tags matter

utm_source is where the click comes from (newsletter, twitter, partner site). utm_medium is the channel type (email, social, referral, cpc). utm_campaign names the specific push (spring_launch). Term and content are optional — use content to A/B two links in the same email. Keep your naming consistent (all lowercase, no spaces) or your reports fragment into near-duplicates.

Frequently asked questions

What is a UTM tag?

A UTM tag is a small label added to the end of a URL (like ?utm_source=newsletter) that tells your analytics where a visitor came from. Without it, much of your traffic lands in '(direct) / (none)' and you can't tell what's working.

Do UTM tags slow down or harm SEO?

No. UTMs are query parameters that don't affect the page itself. Just use them on campaign links you share — not on internal site navigation, where they can muddy your data.

Why is so much of my traffic 'direct'?

Often it's untagged campaign or app traffic that lost its referrer. Tagging your own links with UTMs is the fix — they get correctly attributed instead of dumped into direct.

Where do I see the results?

In Google Analytics under Acquisition → Traffic acquisition, broken down by source/medium. To roll many campaigns into one ongoing dashboard, a tool like Databox helps.

This tool is free and runs entirely in your browser. The link above is an affiliate link: we may earn a commission if you sign up, at no extra cost to you, and it never changes our honest take.