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UTM builder

Paste a page URL, fill in source, medium and campaign, and this builder writes a tagged link you can use in emails, social posts and listings. Your analytics will then show exactly where each visitor came from.

Where: google, newsletter, instagram
How: organic, email, social, cpc
Why: spring-promo, gbp-listing
Paid keyword
Which link or ad

Tagged URL

https://yourbusiness.ca/?utm_source=google&utm_medium=organic&utm_campaign=gbp-listing

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How to use it

  1. Paste the page you want people to land on.

  2. Fill in source and medium, or pick a preset such as Google Business Profile.

  3. Name the campaign in lowercase with hyphens.

  4. Copy the tagged URL and use it wherever you share the link.

Why it matters

Without tags, a lot of your traffic lands in analytics as “direct” or under a vague referrer, and you can’t tell whether the newsletter, the Instagram bio or your Google Business Profile brought the enquiry.

UTM parameters are labels added to the end of a link. They don’t change the page. They just tell your analytics tool where the click came from. Google Analytics reads them automatically.

The trick is consistency. “Facebook”, “facebook” and “fb” become three different sources. Pick a convention, write it down and use lowercase every time. This builder lowercases and tidies your values for you.

Good to know

  • Tag your Google Business Profile

    Add a UTM to your profile’s website link to see how many visits and enquiries it brings, separately from organic search.

  • Never tag internal links

    UTMs on links between your own pages overwrite where the visit really came from and muddle your reports.

  • Keep it readable

    Short, lowercase, hyphenated values are easier to filter later.

FAQ

UTM builder: questions

  1. Tags added to a URL, such as utm_source and utm_medium, that tell analytics tools where a visitor came from. They don’t affect the page or its ranking.

  2. Google Analytics needs at least utm_source to attribute a visit. I always use source, medium and campaign together. Term and content are optional.

  3. Not when used on links from outside your site. Your pages should have a canonical tag so search engines index the clean URL.

  4. Yes, it is one of the most useful places for them. A common setup is utm_source=google, utm_medium=organic and a campaign such as gbp-listing.

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