Free tool · UTM
UTM Builder
UTM parameters are how analytics knows where a visitor came from. This builder assembles them into a clean tracking link — so your source, medium, and campaign reporting stays consistent across every channel.
Attribution breaks when UTMs are inconsistent
Analytics treats Facebook, facebook, and FB as three different sources. Without a naming convention, your channel report fractures into noise.
Casing splits your data
utm_source=LinkedIn and utm_source=linkedin are separate rows in every report. Lowercasing everything is the single highest-leverage UTM habit.
Free-text medium is chaos
utm_medium should come from a short controlled list — cpc, email, social, referral. Let everyone type freely and you lose the ability to roll channels up cleanly.
UTMs are public
They sit in the URL and get shared, indexed, and logged. Never encode personal data, internal IDs, or anything you wouldn’t put on a billboard.
Build a tracking link
Add your destination URL and campaign parameters — the tagged link builds itself, ready to copy.
The referrer — usually a platform or site, e.g. google, linkedin, newsletter.
The marketing channel type.
Lowercase with hyphens, e.g. q3-launch.
Optional — paid-search keywords.
Optional — differentiate creatives, e.g. banner-a.
Waiting for input
Fill in the destination URL plus source, medium, and campaign — the tracking link builds itself here.
Keep values lowercase and hyphenated for consistent reporting. UTM parameters are visible in the URL — never put anything sensitive in them.
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are tags appended to a URL’s query string. Analytics platforms read them to attribute each visit to a specific source, medium, and campaign.
There are five: utm_source (where), utm_medium (how), utm_campaign (which initiative), and the optional utm_term (paid keyword) and utm_content (which creative). Source, medium, and campaign are the essential three.
How to use the UTM builder
Enter the destination URL
The page you want the link to land on. The builder preserves any query parameters already on it.
Fill source, medium, and campaign
These three are required. Use lowercase and hyphens, and pick the medium from the controlled list so channels roll up cleanly.
Copy and deploy
Click copy and paste the tagged link into your ad, email, or post. Add utm_term and utm_content when you need to compare keywords or creatives.
Which UTM parameters are required?
utm_source, utm_medium, and utm_campaign are the three you should always set. utm_term and utm_content are optional and used to break down paid keywords and creative variants respectively.
Should I put UTMs on internal links?
No. Tagging internal links overwrites the original source attribution and starts a new session, corrupting your channel data. Only tag links that bring people in from outside your site.
Why does casing matter?
UTM values are case-sensitive in most analytics tools, so Email and email become two separate rows. Standardise on lowercase to keep your reporting clean.
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