Free UTM Builder & Generator

Build and generate a properly-encoded campaign URL so all clicks from your ads, emails, and social posts get attributed to the right campaign in Google Analytics.

Enter your campaign details

The page the link should open.

Where the traffic comes from.

The marketing channel.

The campaign name.

Paid keywords.

Differentiates ads or links, e.g. hero_cta vs footer_cta.

Your campaign URL
Add a website URL, utm_source, utm_medium and utm_campaign to generate your link.

You've tagged the link. Now make the landing page earn the click. ZipTier gives each campaign its own branded AI assistant that greets the visitors your UTM links send over and answers their questions. Its per-campaign analytics show which sources bring high-intent traffic, not just clicks.

See how ZipTier converts campaign traffic →

UTM tagging best practices

UTM data is only as clean as your naming. Four habits that keep your analytics reports trustworthy.

1

Stay lowercase & consistent

UTM values are case-sensitive: "Email" and "email" show up as two different sources in your analytics. Pick lowercase everywhere and stick to it.

2

Use dashes or underscores, never spaces

Spaces get encoded as %20 and make reports ugly and error-prone. Write spring_sale or spring-sale instead of "Spring Sale".

3

Agree on a naming convention

Agree as a team on what goes in source, medium, and campaign. Keep a shared sheet of every tagged link so nobody invents new values on the fly.

4

Never tag internal links

UTM parameters on links within your own site reset the visitor's session and overwrite their real acquisition source. Only tag links that point in from outside.

What each parameter means

The five standard UTM parameters, what they're for, and what a good value looks like.

ParameterRequired?What it isExample
utm_sourceRequiredWhere the traffic comes from: the site, platform, or referrer sending the click.google, newsletter
utm_mediumRequiredThe marketing channel or method used to deliver the link.cpc, email, social
utm_campaignRequiredThe name of the specific campaign, promotion, or initiative.spring_sale
utm_termOptionalThe paid keyword that triggered the ad. Mostly for paid search.running+shoes
utm_contentOptionalDifferentiates ads or links pointing to the same URL, e.g. for A/B tests or multiple CTAs.hero_cta vs footer_cta

Frequently asked questions

What's the difference between a UTM builder, a UTM generator, and a UTM creator?
Nothing — they're different names for the same tool. A UTM builder (also called a UTM generator, UTM creator, or UTM parameter generator) takes your website URL and campaign parameters (source, medium, campaign, and optional term/content) and assembles them into one properly-encoded, trackable link.
Do UTM parameters affect SEO or page behavior?
No. UTM parameters are only read by your analytics tool. They don't change what the page shows or how search engines rank it. The one thing to avoid is tagging internal links on your own site, which restarts sessions and pollutes your data.
Which parameters are required?
By convention, utm_source, utm_medium, and utm_campaign are the required three. GA4 will accept any subset, but your reports only stay useful if every tagged link carries at least those three. Consistency matters more than the letter of the rule.
Why is my campaign traffic showing as "direct"?
The most common causes: the link wasn't tagged at all, the parameters were stripped along the way, a link shortener dropped the query string, or a redirect on your own site discarded everything after the "?". Test each tagged link end-to-end and check that the UTM parameters survive in the final address bar.
How do I see UTM data in GA4?
Open Reports → Acquisition → Traffic acquisition, then switch or add the "Session source / medium" dimension. You can also add "Session campaign" as a secondary dimension, or explore utm_term and utm_content via the session-scoped manual term and content dimensions in Explorations.

Make every campaign click count

Your UTMs prove which campaigns send traffic. ZipTier makes sure that traffic meets an assistant that can answer questions and capture the lead.

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