Marketing · Analytics and attribution

UTM Builder

Free tool that adds campaign tracking tags to your links

In Adam’s stack: core toolBest fit: SME · Mid-market · Enterprise
Visit UTM Builder

Pricing · Alternatives · All tools

At a glance

A UTM builder adds tracking tags to the end of your links. Analytics tools read those tags to show which campaign, channel and piece of content each visitor came from.

Category
Analytics and attribution
Best fit
SME · Mid-market · Enterprise
Pricing
See pricing below
In Adam’s stack
Yes

Who UTM Builder is best for

Any business running email, social, paid or partner campaigns that wants to see which links drive visits, leads and sales in GA4 or a CRM. It is the first attribution step to put in place before paying for an attribution platform.

Key features

  • Builds links with source, medium and campaign tags
  • Works with GA4 and most analytics tools
  • Free to use

Why it’s worth it

Without UTM tags, a lot of your traffic shows up as ‘direct’ and you can’t tell what’s working. With them, you can attribute leads and revenue to specific content and campaigns.

Things to consider

  • Inconsistent naming (for example 'LinkedIn' vs 'linkedin') splits your reports, so agree a naming convention and stick to it
  • Never use UTM tags on internal links within your own site, as they overwrite the original traffic source
  • Tagged links are long, so you may want a link shortener for social posts

UTM Builder pricing

Cost (ex GST), verified by Adam

Free, for example Google's Campaign URL Builder.

Checked 1 October 2026. Prices change often, so confirm on the vendor’s site before you buy.

Alternatives to UTM Builder

Other tools listed under Analytics and attribution. Tools from Adam’s stack are marked.

FAQ

UTM Builder: common questions

What are UTM parameters?

UTM parameters are tags added to a URL, such as utm_source, utm_medium and utm_campaign, that tell your analytics tool where a visitor came from. GA4 and most CRMs read them automatically.

Is there a free UTM builder?

Yes. Google's Campaign URL Builder is free, and many marketing tools such as HubSpot include their own UTM builder.

Which UTM parameters are required?

For GA4, utm_source, utm_medium and utm_campaign are the core three to use on every tagged link. utm_content and utm_term are optional and help you compare ad variations or keywords.

Can’t find a tool that fits?

When every option forces a workaround, our trusted build partners can build it: apps, automations and AI agents designed around how your business actually works.

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