UTM Builder —
Campaign URL Generator

Build clean, trackable links for Facebook Ads, Google Ads, TikTok, email and any other traffic source. Ready-made templates with dynamic macros and a live best-practice check.

100% free Dynamic macros included Nothing is stored or sent anywhere

Build your link

Pick a template or fill the fields — the link updates as you type.

Landing page URL Required

Template

Required parameters

utm_source

utm_medium

utm_campaign

Optional parameters

utm_content

utm_term

Custom parameters

Auto-clean values (lowercase, spaces → _)

How it works

How to Use the UTM Builder

01
Enter your URL and pick a template

Paste the landing page you want to drive traffic to, then choose Facebook Ads, Google Ads, TikTok or Email — the fields are pre-filled with proven values and dynamic macros. Or start from Custom and fill everything yourself.
02
Fill the parameters

utm_source — traffic source (facebook, google, tiktok, email). utm_medium — traffic type (cpc, paid_social, banner). utm_campaign — campaign name. Add utm_content for creatives, utm_term for keywords, and any custom sub_id parameters your tracker needs.
03
Copy and launch

The best-practice check flags spaces, mixed case and Cyrillic before they break your reports. Copy the finished link and paste it into Facebook Ads, Google Ads, TikTok or your email platform.

Parameters

The Five UTM Parameters Explained

utm_source

Traffic source

utm_source=facebook

Where the visitor came from: facebook, google, tiktok, newsletter, telegram. Required — without a source, analytics tools file the visit under "direct" and the click is lost for attribution.

utm_medium

Traffic type

utm_medium=cpc

How the visitor arrived: cpc for paid clicks, paid_social for social ads, email for newsletters, referral for partner links, banner for display. Required — it lets you compare paid vs organic vs email at a glance.

utm_campaign

Campaign name

utm_campaign=black_friday_2026

Which campaign drove the click: black_friday_2026, spring_sale, brand_awareness_q1. Required — this is the level where you compare offers, promos and launches against each other.

utm_content

Creative / ad variant

utm_content=video_ad_v2

Optional. Distinguishes creatives inside one campaign: banner1, video_ad, cta_blue. Essential for creative testing — it shows exactly which ad, not just which campaign, produced the conversion.

utm_term

Keyword / extra label

utm_term=running+shoes

Optional. Traditionally carries the search keyword in Google Ads, but many teams reuse it for ad set names, dates or any extra label they want in reports.

sub_id

Custom tracker parameters

sub_id_1=buyer_team_a

Affiliate trackers like Keitaro, Binom or Voluum accept custom sub_id parameters alongside UTMs. Use the "Add parameter" button to append as many as your funnel needs.

Dynamic macros

Macros for Facebook, Google & TikTok

Macros are placeholders the ad platform replaces with real values at click time — one tagged URL covers every campaign, ad set and creative automatically, no manual links needed.

Facebook Ads

URL parameters, filled at click time

{{campaign.name}}Campaign name
{{campaign.id}}Campaign ID
{{adset.name}}Ad set name
{{ad.name}}Ad name
{{placement}}Placement: feed, stories, reels, audience_network
{{site_source_name}}Surface: fb, ig, msg, an

Google Ads

ValueTrack parameters

{campaignid}Campaign ID
{adgroupid}Ad group ID
{creative}Ad (creative) ID
{keyword}Matched keyword
{matchtype}Match type: e, p, b
{device}Device: m, t, c
{placement}Site or app in Display Network

TikTok Ads

URL macros

__CAMPAIGN_NAME__Campaign name
__CAMPAIGN_ID__Campaign ID
__ADGROUP_NAME__Ad group name
__ADGROUP_ID__Ad group ID
__AID_NAME__Ad name
__AID__Ad ID
__PLACEMENT__Placement

Why it matters

What Are UTM Tags and Why Use Them

UTM tags (Urchin Tracking Module) are parameters appended to a URL that tell your analytics exactly where a visitor came from and which ad they saw. A plain link like https://mtwspy.com/ tells you nothing; a tagged link like https://mtwspy.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner1 tells you the visitor came from Facebook, through a paid campaign called spring_sale, and clicked banner1 specifically.

This is the foundation of performance marketing: media buyers, affiliate teams and business owners make budget decisions based on data, not intuition. UTM tags work with Google Analytics, Amplitude, Keitaro, Binom, Voluum and virtually every other analytics or tracking platform.

The most common mistakes are inconsistent naming (facebook vs fb vs Facebook_Ads — analytics treats them as three different sources), spaces and non-Latin characters in values, and mixed case. This builder's live best-practice check catches all of them before the link ships, and the auto-clean option normalizes values to lowercase with underscores automatically.

UTM parameters do not affect SEO — they are analytics parameters, not page content. Just make sure your site uses canonical URLs so tagged links don't create duplicate pages in the index.

Everything runs locally in your browser with plain JavaScript — the URLs you build never leave your device.

FAQ

UTM Tags — Frequently Asked Questions

What are UTM tags?

UTM tags are URL parameters that track where traffic comes from and which campaign, ad or creative drove it. They are read by Google Analytics, affiliate trackers and most analytics platforms, turning every click into attributable data.

Which UTM parameters are required?

Three: utm_source (facebook, google, tiktok, email), utm_medium (cpc, paid_social, email, referral) and utm_campaign (black_friday_2026). Together they answer where the user came from, how, and within which campaign. utm_content and utm_term add creative- and keyword-level detail.

What are dynamic macros and when should I use them?

Macros are placeholders the ad platform fills in at click time — {{campaign.name}} on Facebook, {campaignid} in Google Ads, __CAMPAIGN_NAME__ on TikTok. Use them whenever you run more than a handful of ads: one tagged URL then covers every campaign, ad set and creative automatically.

Do UTM tags affect SEO?

No — they are analytics parameters, not page content, so they don't influence rankings. To avoid duplicate URLs in the index, use canonical tags (rel=canonical) on your landing pages, which most platforms add by default.

What naming convention should my team use?

Always lowercase, Latin characters only, underscores or hyphens instead of spaces, and one canonical name per channel (facebook, never fb or Facebook_Ads). Document the convention once and every report stays readable months later — analytics treats Facebook and facebook as two different sources.

Can I shorten UTM links?

Yes — shorteners are handy for social posts, messengers and email where long tagged URLs look messy. The UTM parameters survive the redirect and still reach your analytics. Prefer branded shorteners for trust, and keep the full destination documented internally.

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