Free UTM Builder: clean campaign URLs for every channel
The UTM builder creates a tagged campaign URL from a page address and your source, medium and campaign values. Values can be normalized to lower case, and the link is assembled in your browser.
The full page address the link should open, including https://.
The package name from the app's Google Play address, after id=.
Where the click comes from, such as google or newsletter.
The kind of channel, such as cpc, email or social.
Product, promotion or slogan. A web link needs a campaign name or a campaign ID.
The ads campaign ID, sent as utm_id.
The paid keyword, for search ads.
Tells apart two ads or links in the same campaign.
Turn output into a monitored workflow
A Novaverb workspace crawls your live site, keeps what it finds, tracks changes over time and turns findings into assigned work.
What is a UTM builder?
A UTM builder is a form that appends campaign tags to a link so an analytics tool can attribute the visit. Novaverb's UTM Campaign Builder takes a website URL or a Google Play application ID, adds the utm parameters you fill in, and shows the finished link with warnings about missing or risky values.
What does the UTM builder create?
The UTM builder creates one website campaign link carrying up to six parameters: utm_source, utm_medium, utm_campaign, utm_id, utm_term and utm_content. In Google Play app mode it creates a Play Store install link with the campaign values packed inside the referrer parameter. Empty fields are left out of the link.
Who is the UTM builder for?
The UTM builder is for anyone who shares a link and later has to report where the visits came from. A paid media manager tags ad destinations with a campaign ID, an email marketer tags newsletter links, a partnerships lead tags partner placements, and an app marketer builds Play Store install links.
Why use a UTM builder?
Using a UTM builder prevents one campaign from splitting into several rows in analytics. Analytics treats parameter values as case-sensitive strings, so Email and email count as two campaigns. With the normalize switch on, the builder lower-cases values, replaces spaces with hyphens, and flags a missing medium before the link is published.
How does the UTM builder work?
The UTM builder works as you type. Choose Website URL or Google Play app, then paste the page address or application ID. Fill in source and medium, plus a campaign name or campaign ID. The link rebuilds on every change, UTM parameters already on the pasted URL are replaced, and the result can be copied or downloaded.
How to build a campaign link
Paste the page address, fill in source and medium, then give the link a campaign name or an ads campaign ID. The link updates as you type; copy it or download it as a text file. Switch to Google Play app to build an install link that carries the same campaign values through the Play Store referrer.
Every campaign parameter, with an example
| Parameter | Required | Example | What it means |
|---|---|---|---|
utm_source | Yes | google | The site, publisher or list that sent the visit. |
utm_medium | Yes | cpc | The kind of channel. Analytics tools group channels mostly by this value. |
utm_campaign | Name or ID | spring-sale | The promotion or product the link belongs to. |
utm_id | Name or ID | abc.123 | The ads campaign ID, used to join cost data to visits. |
utm_term | No | running+shoes | The paid search keyword. |
utm_content | No | hero-banner | The ad, link or creative that was clicked, to compare variants. |
What do you enter into the UTM builder?
You enter a full website URL starting with http or https into the UTM builder, then a campaign source, a medium, and a campaign name or campaign ID. Term and content are optional. An address that does not parse as an http or https URL is refused, and no link is produced until it is corrected.
What does the UTM builder output contain?
The UTM builder output contains the finished campaign URL, the GA4 default channel that matches the medium, a list of warnings, and a table of each parameter in the link with its value. Copy places the link on the clipboard, and Download saves it as a text file named campaign-url.txt.
How do you use the UTM builder output?
Use the UTM builder output by reading the warnings before copying the link. A note that the medium is not recognized means visits may be counted as Unassigned. A note that the URL already carried UTM parameters means your entries replaced them. Clear the warnings, then paste the link into the ad, email or post.
Where does the UTM builder run?
Everything in the UTM builder runs in your browser, and the page states that inputs are not uploaded or stored. The link is assembled by the browser's own URL parser, which keeps any existing query string on the address and encodes spaces and special characters. No analytics account or ad account is read.
What does the UTM builder not tell you?
The UTM builder does not tell you whether the tagged link works once it is live. The tool does not load the destination page, trace its redirects, shorten the link, or confirm that your analytics property recorded a visit. The channel shown is read from the medium against default rules, not from your account settings.
What does a UTM builder result prove?
A UTM builder result proves that the link is a well-formed URL carrying the parameter values shown in the table. With no warnings listed in website mode, source and medium are present, a campaign name or ID is set, and the medium matches a default channel rule. Nothing in the result proves that a visit was attributed.
Which rules does the UTM builder apply?
No formal standard governs the UTM builder, which applies the campaign parameter convention: source and medium are required, plus a campaign name or an ads campaign ID, with term and content optional. The medium is read against GA4 default channel rules, and an application ID is tested against the Android package name pattern.
How can you verify a UTM builder result yourself?
Verify a UTM builder result by opening the link in a private browser window and confirming the page loads with the parameters still in the address bar. Then look for that visit in your analytics tool and check that source, medium and campaign appear exactly as the parameter table listed them.
What does a typical UTM builder finding look like?
A typical UTM builder finding is a medium the default channel rules do not recognize. A marketer types a campaign name with capital letters and spaces and invents a medium such as newsletter. The builder rewrites the name in lower case with hyphens and warns that these visits may be counted as Unassigned.
Is the UTM builder free?
Free to use, the UTM builder needs no account. Every field, both link types, the warnings and the copy and download buttons work without signing in. A Novaverb account is needed only for what a link builder cannot do: saved evidence, monitoring over time and site-wide analysis from a crawl of the whole site.
What does a Novaverb workspace add to the UTM builder?
A Novaverb workspace adds measurement to the job the UTM builder starts. Audience Analytics shows traffic and engagement fields from connected Search Console and GA4 sources in one place. The workspace also keeps saved evidence, monitors the site over time and turns a finding into a task that is rechecked.
When is a free UTM builder not enough?
A free UTM builder is not enough when the question moves from building one link to auditing many pages. Finding internal links that carry UTM parameters, tagged URLs listed in a sitemap, or landing pages without a self-referencing canonical tag needs a crawl of the whole site, repeated after each campaign launch.
What should you do after running the UTM builder?
After running the UTM builder, copy the link and test it once in a browser. Next, record the source, medium and campaign values in a shared naming sheet so the next link reuses them. Then place the link only on traffic arriving from outside the site, and confirm the first visits in analytics.
Which free tools pair with the UTM builder?
Three free tools pair with the UTM builder. Campaign Brief Builder sets the objective, channels and primary KPI that the campaign name should reflect. HTTP Status & Redirect Checker traces the status code and redirect chain of the destination URL. Marketing KPI Calculator turns the resulting clicks, conversions and spend into CTR, CPC, CPA and ROAS.
What do people ask about the UTM builder?
People ask about the UTM builder to settle tagging rules. The FAQ explains what a UTM parameter is, which parameters are required, how source differs from medium, why a campaign splits across rows, why the medium triggers a warning, how to track an Android app install, and why internal links should not be tagged.
What is a UTM parameter?
A UTM parameter is a tag added to the end of a link so an analytics tool can attribute the visit to a specific campaign. The recognized parameters are utm_source, utm_medium, utm_campaign, utm_id, utm_term and utm_content, and they are read from the URL query string.
Which UTM parameters are required?
Source and medium, plus a campaign name or an ads campaign ID. Term and content are optional refinements for paid keywords and creative variants. A link missing medium usually lands in an analytics bucket you did not intend.
Why does my campaign appear split across several rows in analytics?
Analytics treats parameter values as case-sensitive strings, so Email, email and EMAIL become three campaigns. Keep the normalize switch on and this builder lower-cases every value and replaces spaces with hyphens.
What is the difference between utm_source and utm_medium?
Source names where the click came from, such as newsletter or a partner site. Medium names the kind of channel, such as email, cpc or social. Keeping medium to a small fixed vocabulary is what lets you compare channels later.
Why does the builder warn about my medium?
GA4 sorts visits into default channels mainly by medium: values such as cpc, email, social, display, affiliate, referral and organic are recognized. A medium outside those rules may be counted as Unassigned unless the source alone identifies the channel.
How do I track an Android app install?
Switch to Google Play app and enter the package name. The builder puts the campaign values inside the referrer parameter of the Play Store link, which is where the Play Store passes them to the installed app.
Should I put UTM parameters on internal links?
No. An internal link carrying UTM parameters restarts the attribution and overwrites the original source, so the visit is credited to your own site instead of the channel that earned it. Use them only on links arriving from outside.
Do UTM parameters affect SEO or create duplicate content?
They create additional crawlable URLs of the same page. Keep a self-referencing canonical tag on the page so search engines consolidate the versions, and avoid placing tagged links in a sitemap or in content a crawler follows.
Is my data uploaded anywhere?
No. This generator runs fully client-side in your browser. Nothing you type is sent to a server, so it is safe to use on private content.
Is it really free?
Yes, with no account. A Novaverb workspace is only needed when you want your live site crawled, the results kept and changes tracked over time.