ScanSpotUTM Link Builder
Build campaign URLs your analytics can actually read, without splitting your own reporting.
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🔗 UTM Link Builder
Assemble a campaign URL analytics tools can actually read.
Build a campaign URL your analytics can read. Fill in the destination and the campaign parameters and the builder assembles a correctly encoded link you can paste into an email, a social post or an advert. Keep the values lower case and pick one convention per channel, because utm_source=Facebook and utm_source=facebook are two different sources as far as reporting is concerned, and that quietly splits your numbers in half.
How to use the UTM Link Builder
- Paste the full destination URL, including https://.
- Fill in source and medium — for example facebook and social, or newsletter and email.
- Add campaign, plus term and content for paid keywords and A/B variants.
- Copy the finished URL and open it once in a private window before you send it.
Why people use it
- Keeping reporting clean so one channel is not split across three spellings.
- Tagging an email, a post and an advert consistently in one place.
- Labelling A/B variants so their results stay comparable later.
- Handing a colleague a finished link instead of a set of instructions.
Frequently asked questions
Which parameters are actually required?
Source, medium and campaign carry the real weight in most analytics tools. Term and content are optional and mostly used for paid search keywords and creative variants. A link with the first three is already useful.
Should UTM values be upper or lower case?
Lower case, and consistently. Analytics tools compare the values as case-sensitive strings, so Facebook, facebook and FACEBOOK register as three separate sources. Choose one spelling and keep to it everywhere.
What if my destination URL already has a query string?
The builder detects an existing ? and appends with & so the original parameters survive. It also warns you, because a destination that already carries UTMs usually means somebody else has tagged the link before you.