free tool, no account
Free UTM builder
Tag a link so your analytics can tell you which channel it came from. Fill in the fields, copy the URL, done. It is put together in your browser, so nothing is uploaded and nothing is kept.
The page people should land on. Leave off the https:// if you like, it is added for you.
Where the traffic comes from · utm_source
The kind of channel it is · utm_medium
What you are running · utm_campaign
Paid keyword, optional · utm_term
Which creative, optional · utm_content
https://switchlyapp.com/pricing
An example, until you put your own link in.
built in your browser, never sent to us
once the campaign runs
A tagged link only counts the people who arrived.
UTM parameters are read by the page at the other end, so they describe visits, not clicks. Anyone who tapped and gave up, bounced on a slow connection, or opened it somewhere that strips analytics is simply missing from the report. The link you just built is also a mouthful to put in a message, and it is unchangeable: if that destination moves, every copy of it breaks at once.
Count the clicks, not just the landings
Measured at the link itself, so the gap between people who clicked and people who actually reached the page stops being invisible.
Save it and reuse it
The combinations you build over and over become named templates, so the next campaign is two clicks instead of five fields typed slightly differently.
Fix the drift
Newsletter and newsletter are two rows in every report, forever. Switchly spots values in your history that differ only by case or a hyphen.
Switchly shortens the tagged link and counts the clicks on the way through, so the parameters still reach your analytics and you also get the half they never see. The builder in the app is this one plus the parts that need somewhere to save things: named templates, your workspace's own past values offered as you type, and the click history beside them.
questions
What is a UTM parameter?
It is a label you staple onto the end of a link so your analytics can tell you where a visitor came from. The link still opens the same page; the extra text after the question mark is read by the analytics tool and ignored by the page itself. Without them, a visitor from your newsletter and a visitor from a paid ad look identical in a report.
Is this UTM builder free?
Yes, with no account and no limit on how many links you tag. The URL is assembled in your browser, so there is nothing for us to store or charge for.
What is the difference between utm_source and utm_medium?
Source is the specific place, medium is the kind of place. A link in your mailing list is source newsletter, medium email. A paid search ad is source google, medium cpc. A useful test: if you swapped tools tomorrow the source would change and the medium would not.
Which UTM parameters do I actually need?
Source, medium and campaign cover almost everything. Term is for paid keywords and content is for telling two versions of the same ad apart, so most people leave both empty. Adding parameters you do not read later just makes the link uglier to click.
Does capitalisation matter in UTM parameters?
Yes, and it catches people out. Analytics tools treat Email and email as two separate channels and will happily split one campaign across both rows forever. Pick lowercase and stay with it. This builder warns you when a field has capital letters.
What happens to the URL I put in?
Nothing. The link is put together in your browser with JavaScript, so it never reaches our servers and there is nothing for us to log or sell.
Can I add UTM parameters to a link that already has some?
You can, but you should not. The result carries two of each parameter and analytics tools disagree about which one wins, so the campaign you thought you were measuring silently reports as something else. Remove the old ones first. This builder warns you when the destination already has utm_ tags on it.
Why does my link have a plus sign instead of a space?
That is correct URL encoding: a space cannot travel in a query string, so it becomes a plus. Analytics tools decode it back to a space at the other end. Hyphens are still easier to read in a report, which is why the examples here use them.
Do UTM parameters work with a shortened link?
Yes. Shortening a tagged URL keeps the tags, because the short link forwards to the full address, parameters and all. Doing it that way is usually better: you get a link short enough to put in a message, and the tags still arrive in your analytics.
Why does a tagged link not tell me who clicked?
UTM parameters are read by the destination page, so they only tell you about people who arrived and loaded it. Anyone who tapped and gave up, or opened it in an app that blocks analytics, is invisible. Counting clicks at the link itself is the only way to see the difference between a link people click and a page people reach.