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Build a UTM link that will not break your reports

Enter a destination and your campaign parameters and this returns a correctly encoded tagged link you can copy. It also checks the things that silently split your reports later: spaces, inconsistent capitalisation, parameters already on the URL, and the internal links that reset session attribution entirely.

Last reviewed 27 August 2026

Where the click comes from: reddit, linkedin, newsletter, a partner name.

Result

Tagged URL

https://example.com/pricing?utm_source=reddit&utm_medium=organic_social&utm_campaign=launch-week&utm_content=comment-link

Parameters

Parameters
ParameterValue usedEncoded as
utm_sourceredditreddit
utm_mediumorganic_socialorganic_social
utm_campaignlaunch-weeklaunch-week
utm_contentcomment-linkcomment-link

This link is clean. Write the convention down somewhere shared before the second person starts tagging links, because the value of UTMs is consistency rather than cleverness.

How this works

What the numbers mean.

  • 01Each parameter value is trimmed, optionally lowercased, and URL-encoded with encodeURIComponent, then appended in the conventional order: source, medium, campaign, term, content. Existing query parameters are preserved and any fragment is moved to the end where it belongs.
  • 02The checks look for the failure modes that only surface later: spaces, mixed capitalisation, a URL that is already tagged, hyphens and underscores used interchangeably, and links tagged on your own site.
  • 03Nothing leaves your browser. The link is assembled locally and no request is made to the destination.

Assumptions and limits

  • Lowercasing is on by default because most analytics tools treat Reddit and reddit as two separate sources. Turn it off only if your reporting already depends on case.
  • UTM parameters are visible to anyone who sees the link. Never put a name, an email address, or anything else personal in them.
  • This validates structure, not accuracy. It cannot tell whether the medium you picked matches the convention the rest of your team uses.

Questions about this tool

Why should I never tag internal links?
Because analytics tools read a UTM-tagged landing as the start of a new campaign session. A visitor who arrived from your newsletter and then clicks a tagged internal link is re-credited to that internal link, so the newsletter loses the conversion. Use an event or a click tracker for internal navigation.
What is the difference between term and content?
Term originally carried the paid keyword and is mostly used that way still. Content distinguishes two links that are otherwise identical, such as the header button and the footer button in the same email. If you only ever adopt one of them, adopt content, because it answers which creative worked.
Does capitalisation really matter?
Yes, and it is the most common way a clean setup degrades. Most analytics platforms treat parameter values as case sensitive, so Email and email become two rows, two totals, and two different conclusions. Lowercase everything and the problem never appears.
Should every link be tagged?
Every external link you control, yes. Links inside your own site, no. Links that other people will copy and paste onward are a judgement call, because the tag travels with the copy and attributes organic sharing to the original campaign, which sometimes flatters it considerably.

Related

This tool is free and there is nothing to sign up for. If you would rather have the work done than calculate it, that is what Zway does.

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