Free UTM Builder

What are UTM tags?

UTM tags are short labels added to the end of a link, after a ?. They don't change the page people see. They tell your analytics where the visit came from, so you can see whether your Instagram bio, your newsletter or your flyer actually brings people to your website.

https://yoursalon.com/book?utm_source=instagram&utm_medium=social&utm_campaign=bio-link

• utm_source: where the visitor comes from, like google, facebook, instagram or newsletter.
• utm_medium: the kind of link, like social, email, organic, print or sms.
• utm_campaign: the promotion or reason, like spring-sale or grand-opening.
• utm_content (optional): tells apart two links in the same campaign, like photo-post and video-post.
• utm_term (optional): mostly used for paid search keywords.
• utm_id (optional): a campaign ID, mainly used when importing ad cost data into Google Analytics. Most small businesses can skip it.

Where to see your UTM visits in Google Analytics 4

1. Open Google Analytics and go to Reports → Acquisition → Traffic acquisition.
2. The table groups visits by channel at first. Click the small arrow next to the first column's name and choose Session source / medium to see, for example, instagram / social, or Session campaign to see your campaign names.
3. Pick the date range at the top right. New visits can take a day or so to show in these reports.

Google changes menu names from time to time; if you can't find these, search the Google Analytics help center for "traffic acquisition". The tags only count on a website where Google Analytics (or another analytics tool that reads UTM tags) is installed.

In the channel view, Google Analytics sorts visits mostly by medium: email usually lands under Email, social under Organic Social and sms under SMS. Mediums it doesn't recognise, like print, may show as Unassigned there, but source / medium and campaign still show exactly what you typed.

Naming tips that keep your reports clean

• Always lower case. Google Analytics is case-sensitive: Facebook and facebook become two rows. The builder warns you about capital letters.
• Dashes, not spaces. spring-sale is easier to read in reports than spring%20sale.
• Use the same names every time. Pick newsletter or email-list and stick to it. A short note or spreadsheet of the names you use helps.
• Don't tag links between your own pages. UTM tags are for links that bring people to your site from outside: posts, emails, profiles, ads, print. On your own menu or buttons they can overwrite where the visitor really came from.
• Google Ads with auto-tagging (the usual setting) already tells Google Analytics where those clicks came from, so those ads don't need UTM tags.

Examples for small businesses

Hair salon: Instagram bio and a booking reminder text

https://yoursalon.com/book?utm_source=instagram&utm_medium=social&utm_campaign=bio-link
https://yoursalon.com/book?utm_source=text-message&utm_medium=sms&utm_campaign=rebook-reminder

Now you can see how many bookings-page visits come from your bio, and how many from reminder texts.

Restaurant: a flyer with a QR code, and the weekly email

https://yourrestaurant.com/menu?utm_source=flyer&utm_medium=print&utm_campaign=fall-menu
https://yourrestaurant.com/menu?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-specials

Make the QR code from the flyer link above. Scans then show up under flyer / print instead of looking like people typed your address.

Contractor: the website button on Google, and yard signs

https://yourroofing.com/?utm_source=google&utm_medium=organic&utm_campaign=business-profile
https://yourroofing.com/quote?utm_source=yard-sign&utm_medium=print&utm_campaign=summer-jobs

Put the first link in the website field of your Google Business Profile. Put the second on yard signs or truck magnets as a QR code, and use utm_content (like truck or sign) if you want to tell them apart.

What this tool does, and its limits

• Builds the link, the QR code and the parser table in your browser. Nothing you type is sent to FlatRateChat (unless you click the demo button, which carries your website address).
• Keeps whatever your address already has after ?, and keeps a # part at the end where it belongs. Tag values are encoded for you, so spaces and characters like & can't break the link.
• Doesn't open your page or check that it exists. Click Test it once before you share the link.
• There is no link shortener. A long link works fine in posts and emails; for print, the QR code carries the whole link.
• Your last 10 links are saved in this browser only (if your browser allows it), never on our server. Clear this list removes them.
• The QR code is made with the open-source qrcode-generator library (MIT license) by Kazuhiko Arase. Google Analytics is a trademark of Google LLC; this free tool is made by FlatRateChat and is not made by or connected with Google.
• Also free: the Broken Link Checker tests every link on your pages.
• Also free: the Sitemap Generator makes an XML sitemap of your pages and checks the one you have.
• Also free: the Google Maps Embed Generator makes the code to show your business on a Google map on your website.
• Also free: the WhatsApp Link Generator makes WhatsApp, click-to-call and text links, website buttons and a QR code.
• Also free: the Google Review Link Generator turns your Google review link into a QR code, a printable sign and ready-to-send messages.
• Also free: the Website Down Checker checks from our server whether a website answers right now, and why not.
• Also free: the Redirect Checker shows every redirect a web address goes through, step by step.
• Also free: the SSL Checker checks that your site opens securely on https and shows its certificate details.
• Also free: the Robots.txt Checker reads your robots.txt and shows whether it blocks Google, AI crawlers or your sitemap.
• Also free: the Robots.txt Generator makes a robots.txt file for your website and checks it as you type.
• Also free: the Website Accessibility Checker scans one page for common accessibility problems, like images without alt text and form fields without labels.
• Also free: the Meta Tag Checker shows the title, description and other tags Google reads on a page, with a search preview.
• Also free: the Open Graph Checker shows how a page will look when shared on Facebook, LinkedIn and X, and checks its og:image.
• Also free: the Local Business Schema Generator makes local business schema code for your website, with your address, phone and opening hours.
• Also free: the Favicon Generator makes favicon.ico, phone icons and the HTML code from letters, an emoji or your logo.
• Also free: the Business Hours Sign Maker makes a printable business hours or holiday hours sign for your door, plus a square image for social posts.

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