Manual
What UTM links are, why they matter, and how to make them with this tool.
What are UTM links?
A UTM link is a normal link with a few extra tags at the end. Those tags tell your analytics tool (such as Google Analytics) where a visitor came from. For example:
https://www.digitalnatives.nl/?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter_2026_11The page looks exactly the same to the visitor. Only your analytics reads the tags.
| Tag | Answers | Example |
|---|---|---|
utm_source * |
Who sent the visitor? | newsletter, linkedin |
utm_medium * |
Through which channel? | email, social, cpc |
utm_campaign * |
For which campaign? | newsletter_2026_11 |
utm_term (optional) |
Which keyword or audience? | subscribers_nl |
utm_content (optional) |
Which link or ad exactly? | header_button |
* Required
Why they’re valuable
- Know what works. See which channels and campaigns bring visitors, leads and sales, instead of guessing.
- Fewer “unknown” visits. Clicks from email apps, PDFs and messaging apps often show up as direct traffic. UTM tags give them the right label.
- Compare fairly. Consistent tags let you put newsletters, ads and social posts side by side in one report.
- Spend smarter. Put time and budget into the channels that actually perform.
Use cases
- Newsletters: see which edition and which link drove the most traffic.
- Social posts: separate organic posts from paid ones, per platform.
- Paid campaigns: compare ads, versions and audiences.
- Offline and print: tag the link behind a QR code on a poster, flyer or business card.
- Partners and influencers: give each partner their own link and see who sends the most visitors.
How to use this tool
One link
- Open Link Builder → Single URL.
- Paste the page you want to link to in Link URL.
- Choose or type a Source, Medium and Campaign. Term and Content are optional.
- Click Copy URL and use the link in your mail, post or ad.
Many links at once
- Open Link Builder → List of URLs.
- Fill in the Defaults. They apply to every row.
- Paste your links under Paste URLs (one per line) and click Add to table.
- Override a value in a row where needed, for example a different Content per link.
- Click Copy all, or Export CSV to open the links in a spreadsheet.
Good to know
- Values are converted to lowercase and spaces become
_, so Email and email don’t show up as two channels. You can turn lowercasing off. - Only use UTM links in campaigns, never in links between pages of your own site. That resets the visitor’s original source.
- Click a test link and check that it shows up in your analytics before you send or publish.