Free tool
UTM Campaign Link Builder
Build a tagged link so you can finally tell which advert, post, or yard sign actually sent the work. This one also tells you when you are about to quietly corrupt a year of reporting.
Where it points
Send people to the page that matches the promise in the advert. Tagging a link that lands on your homepage tells you the campaign worked and nothing about what happened next.
The tags
Lowercase, underscores instead of spaces, and the same words every time. Consistency matters far more than cleverness here.
The link is assembled in your browser. Nothing is logged, and no shortener sits in the middle waiting to expire.
Worked example
One campaign, tagged the boring way
The ideal input is lowercase, underscored, and reused all season. The tool warns you the moment you drift.
The ideal way to fill it in
What comes back
The ideal output is boring on purpose: one spelling, one row in your analytics, comparable to last quarter.
Why reports go wrong
Every builder makes the link. Almost none tells you it is broken.
Tagging is trivial. Tagging consistently is the entire discipline, and the failures are silent. Nothing errors, nothing warns you, and twelve months later a campaign that worked is split across four rows under three spellings while an untagged medium quietly dumps a third of your traffic into Unassigned. The validation on this tool is the part that matters.
Write the convention down once
A single note listing your allowed mediums and how you name campaigns is worth more than any tagging tool. Everything that goes wrong here goes wrong because two people made a reasonable choice on different days.
Never tag your own internal links
A tagged link from one page of your site to another starts a brand new session and reattributes the visitor away from whoever actually sent them. Tags are for traffic arriving from outside, only.
Tag the offline things too
A QR code on a van, a yard sign, or an invoice footer is the only way most trades ever learn whether that spend does anything. Give each one its own content tag and you will know within a quarter which one to keep.
Questions we get asked
Does the long ugly link put people off?
In an advert, an email button, or behind a QR code, nobody sees it, and those are the places tagged links belong. The one place it does matter is a link you read aloud or print as text, and there the answer is a short redirect page on your own site that carries the tags. Do not use a public shortener for anything printed: those services close, and when they do your sign points at nothing.
Will this work with Google Analytics 4?
Yes. The five parameters here are the long-standing standard and GA4 reads all of them. GA4 also accepts a few newer ones such as utm_source_platform and utm_creative_format, which are useful at ad-platform scale and clutter more than they help for a local business.
What is the difference between source and medium?
Source is the specific named place: facebook, mailchimp, truck_wrap. Medium is the type of thing it was: paid_social, email, qr. Analytics groups your channels by medium, which is why an invented medium is the single most damaging mistake on this page and why the tool warns you about it.
Can I tag a phone number or a Google Business listing?
Not with UTMs, no. They only travel on web links. For the phone, a distinct tracking number per channel does the same job. For your Google Business Profile, do not tag the website link on your listing: it will reattribute your organic local traffic to a campaign and hide how much work that listing is really doing.
Is anything I type here sent anywhere?
No. The link is assembled and validated entirely in your browser, and the QR code is drawn on your device. Nothing is logged, and there is no redirect service in the middle that could disappear later.
Who built this
The naming discipline is the product
This builder exists because we keep inheriting analytics accounts where a year of spend is split across four spellings of the same campaign. The strict validation is the lesson, learned on someone else’s budget.
Tags only pay off when someone closes the loop from click to booked job. That reporting is what we build into owner dashboards, and it is the discipline behind Google Ads spend and the landing pages the ads point at. For why single-channel numbers mislead on their own, read One channel is a tactic.
Built and maintained by Project Driver. Last reviewed August 2026.
Let’s talk
Tagging is easy. Knowing which spend to cut is the point.
We set up the tracking properly, connect it to what actually got booked rather than what got clicked, and put it somewhere you will look at it once a week.