Free UTM Link Generator

Placeholders of the ad platforms

The ad platform replaces these values when the ad is clicked, so every click gets its own campaign, ad or keyword in the link.

Google Ads

Microsoft Ads

Meta Ads

Yandex Direct

VK Ads

TikTok Ads

Free UTM Link Generator for Google Analytics 4 and Every Ad Platform

Add UTM parameters to any link in a few seconds. Enter the address of your page, choose the traffic source (Google Ads, Microsoft Ads, Meta Ads, Yandex Direct, VK Ads, TikTok Ads, LinkedIn, X, Telegram Ads or Email) and get a ready campaign URL with the right source, medium, campaign and the dynamic placeholders of that platform. The link is built instantly in your browser, nothing is sent to a server, and you can paste an already tagged link to edit it.

What are UTM parameters?

UTM (Urchin Tracking Module) parameters are short tags added to the end of a URL. When a visitor opens the link, analytics tools such as Google Analytics 4, Matomo, Yandex Metrica or Adobe Analytics read the tags and show you which campaign, channel and ad brought the visit. Without them, much of your paid, email and social traffic ends up as "direct" or "referral".

• utm_source (required): where the traffic comes from, for example google, newsletter or facebook.
• utm_medium (required): the type of traffic, for example cpc, email or paid-social.
• utm_campaign: the name of the campaign, promotion or mailing, for example spring_sale.
• utm_id: an optional campaign ID that Google Analytics 4 can use to join the data with imported cost data.
• utm_content: tells apart ads or links that lead to the same page, for example banner_1 or header_button.
• utm_term: the paid keyword of a search ad, for example running_shoes.

Google Analytics 4 also reads utm_source_platform, utm_creative_format and utm_marketing_tactic. The generator does not add them, but you can append them to the finished link by hand.

How to create a UTM link

1. Enter the address of the landing page. If you leave out the protocol, https:// is added.
2. Pick a traffic source. The chip fills in the source, the medium and the placeholders for the campaign, content and term.
3. Change the values if you need to. Empty parameters are not added to the link.
4. Copy the link and use it in your ad, newsletter, post or QR code. The last links you copied are saved in your browser for later.

Which medium should you use?

Together with the source, the medium decides which default channel Google Analytics 4 puts the traffic into. Use the standard values and the same spelling every time:

A medium that is not on this list is not an error, but the traffic may land in "Unassigned" or "Other" in your reports, so the generator points it out.

Rules for clean UTM data

• Use lowercase. Analytics treats Google and google as two different sources. The generator lowercases the values by default.
• Pick one naming style (underscores or hyphens) and keep a shared sheet of the values your team uses.
• No spaces and special characters. Spaces become underscores, other characters are replaced, and Cyrillic can be transliterated to Latin letters.
• Never put personal data in UTM tags: no email addresses, names or phone numbers. The tags are visible in the address bar and go into your reports.
• Do not tag links inside your own site. A UTM link on an internal page starts a new campaign visit and overwrites the real source of the visitor.
• Check redirects. A redirect that drops the query string loses your tags. Test the link with the HTTP Status Code and Redirect Checker.

Auto-tagging, UTM tags and dynamic placeholders

Google Ads has auto-tagging (the gclid parameter), which Google Analytics 4 understands without any UTM tags. Add UTM tags to Google Ads only if auto-tagging is off or if another tool needs them, and check the "allow manual tagging to override" option in your Analytics settings if both are used. For other platforms, UTM tags are the main way to see the campaign in your analytics.

Ad platforms can fill in values for you. A placeholder such as {keyword}, {{campaign.name}} or __CAMPAIGN_NAME__ is replaced with the real keyword, campaign name or ID when the ad is clicked. The presets use them, and the tables below list the placeholders of every platform. A link with placeholders only works inside an ad, if you open it yourself you will see the placeholder text.

UTM tags and "dark social"

Links shared in messengers, private chats, email apps and in-app browsers often arrive without a referrer, so analytics shows them as "direct". The links you tag are the only way to see that traffic: tag the links you post in newsletters, messenger channels, QR codes, PDF files and partner pages, and the source stays visible whatever the app does with the referrer.