UTM Link Builder
Build campaign links with utm parameters and download them as a QR code. With checks for the typical mistakes in spelling and spaces, no sign-up.
Build your link
Works without "https://" too: we add it for you.
Where is the link placed? For example instagram, newsletter, google.
What kind of channel? For example social, email, cpc, print.
The campaign name you will use in your reports later.
Paid search only: the keyword you booked.
Tells two variants of the same campaign apart.
Your campaign link
Enter the destination address on the left.
What UTM parameters are good for
Every analytics report shows how many visitors came to your site. What it rarely shows is which specific ad, which newsletter or which post brought them. That is exactly what UTM parameters solve. They append a few extra details to the destination address, which the analytics tool reads and displays as the source. Visitors notice nothing, and the page behaves exactly as before.
These parameters are not a Google standard in the strict sense, but have become established as a shared convention: Google Analytics, Matomo, Piwik PRO and practically every other tool recognises them.
The five parameters, briefly explained
Source answers where the link is placed: instagram, newsletter, partner-site. Medium describes the type of channel: social, email, cpc, print. Campaign is the name of the campaign under which you later analyse everything together. These three are always required.
Search term is only needed for paid search, to record the keyword you booked. Content distinguishes two variants of the same campaign, for example the top and the bottom banner, so you can see which one performs better.
The two most common mistakes
The first is spelling. Analytics tools count "Instagram" and "instagram" as two different sources, so at the end of the month your campaign appears in two rows and neither of them is right. That is why lower case is preselected here. The second is spaces: "spring 2026" becomes "spring%202026" in the link, which looks messy in reports and breaks easily when shared. Hyphens solve both problems.
Ideally, set up a small naming convention and stick to it. It sounds like a minor detail, but it decides whether your reports are still readable six months from now.
The QR code: print and online in one report
As soon as all required fields are filled in, a QR code for the same link is created here as well. This closes a gap that otherwise stays open: a poster, a business card or a trade fair wall normally delivers no figures. With a QR code carrying UTM parameters, these scans end up in the same statistics as everything else. With source "poster" and medium "print", you see in black and white what the offline activity achieved.
For printing, download the code as an SVG: the format scales freely and stays pin-sharp even on a large display stand. PNG is fine for screens and presentations. Always test the printed code with a real phone before the print run, and leave the light margin in place: without it, many cameras struggle.
Data protection
The link and the QR code are created entirely in your browser. There is no endpoint your entries could be sent to, and nothing is stored. UTM parameters themselves contain no personal data, and you should not enter any there either, because the link is shared publicly and ends up in log files.
Frequently asked questions
What are UTM parameters?
UTM parameters are additions at the end of a web address that record where a visitor comes from. “example.com/contact” becomes, for instance, “example.com/contact?utm_source=instagram&utm_medium=social&utm_campaign=spring-2026”. Your analytics tool reads these details and shows them as the source. Nothing changes for the visitor; the page behaves exactly as before.
Which UTM parameters do I need at a minimum?
Three: source (utm_source, where the link is placed, for example instagram), medium (utm_medium, the type of channel, for example social or email) and campaign (utm_campaign, the name of the campaign). You only need the search term (utm_term) for paid search, and content (utm_content) only if you want to distinguish two variants of the same campaign.
Why should I write everything in lower case?
Because analytics tools count upper and lower case separately. Write “Instagram” once and “instagram” once, and at the end of the month your campaign appears in two rows, neither of which shows the full number. The same applies to spaces: “spring 2026” becomes “spring%202026” in the link. The tool checks both and points them out to you.
Do UTM parameters also work with Matomo?
Yes. The parameters are not a Google standard in the strict sense but a shared convention: Google Analytics, Matomo, Piwik PRO and practically every other analytics tool recognise them without any additional setup.
What is the QR code for?
A poster, a business card or a trade fair wall normally deliver no numbers. Via a QR code with UTM parameters, these clicks land in the same analytics as all the others: with source “poster” and medium “print” you see in black and white what the offline measure achieved.
Which format should I use for print?
SVG. The format scales freely and stays razor-sharp even on a large display stand, whereas a PNG becomes blurry when enlarged. PNG is sufficient for screens and presentations. Before the print run, always test the printed code with a real phone and keep the light margin; without it, many cameras struggle.
Is my input stored?
No. Link and QR code are generated entirely in your browser; there is no endpoint to which anything would be sent. Even so, never put personal data into UTM parameters: the link is shared publicly and ends up in server log files.
Provimedia
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