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Benchmo
Language: English

UTM link builder

Tag a link so your analytics shows which post, email or ad each visit came from.

Where the click comes from: facebook, google, newsletter

What kind of link: cpc, email, social, paid_social

Your name for the campaign: spring_sale_2026

Optional: ID, term, content

Processed on your device. Files are not uploaded.

The address example.com/shoes?color=red#reviews, with source newsletter, medium email and campaign spring_sale_2026, becomes:

https://example.com/shoes?color=red&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale_2026#reviews

The https:// was added because the address had none, color=red stayed, and the #reviews anchor is still at the end, where it has to be for the page to scroll there.

  1. Paste the page address. Leaving out https:// is fine; an address without a real domain, such as localhost, gets “Enter a full page address, for example example.com/page.”
  2. Type the source, or pick one of the suggestions: google, facebook, instagram, linkedin, tiktok, whatsapp, newsletter, youtube.
  3. Type the medium. The suggestions are cpc, email, social, paid_social, organic_social, referral, display, affiliate, qr and sms.
  4. Name the campaign. Dates or seasons help a year later: spring_sale_2026 beats sale.
  5. If you need them, open “Optional: ID, term, content”. Content is the most useful of the three: it tells two links in the same email apart (header_link, footer_button).
  6. Press “Copy link”. The link updates as you type, so there is nothing to submit.

Paste a link that already has UTM tags and the tool says “The address already had UTM parameters; they were replaced with the ones below.” A field you leave empty removes the old value too, so an outdated utm_term does not ride along into the new campaign.

Spaces, capitals and other warnings

None of the warnings blocks the link; they point out what will make reports messy. Our advice is lowercase with underscores, and a short list of mediums that everyone on the team uses. Medium matters most, because Google Analytics sorts visits into channels such as Email or Paid Social largely by it.

If you do type a space, it is written as %20 rather than +. Both mean a space in a URL, but %20 reads the same in every tool and survives being pasted into ad platforms. Accented letters are percent-encoded as well, and analytics shows them decoded.

Questions and answers

Which UTM parameters do I need?

Source, medium and campaign. The tool warns until all three are filled in, because a link missing one of them shows up in reports without a clear campaign or channel. ID, term and content are optional.

Do capital letters matter in UTM tags?

Yes. Values are case-sensitive, so "Facebook" and "facebook" become two separate sources in Google Analytics. Pick lowercase and stick to it; the tool flags any value with a capital letter.

Will UTM tags break my link?

No. They are ordinary query parameters that your page ignores. Parameters the link already had, such as ?color=red, and an #anchor at the end are kept as they were.

Should I use UTM tags on links within my own site?

No. A tagged internal link makes analytics start counting the visit as coming from that "campaign", so you lose the real source, such as the search or the ad that brought the visitor in. Tag only links that live outside your site.

How do I tag a link for a QR code or a printed flyer?

Use a medium such as qr, so printed material shows up separately in reports. "Make a QR code for this link" under the result opens the QR code generator with the tagged link already filled in.