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Free UTM builder and generator

Free UTM builder and generator

Build a tagged URL for any campaign. Then shorten it, brand it, and track what happens after the click.

Build a tagged URL for any campaign. Then shorten it, brand it, and track what happens after the click.

Want to track every click and conversion, not just build the URL? Create a free ShortPen account.

Want to track every click and conversion, not just build the URL? Create a free ShortPen account.

Start free

Start free

How to use this UTM builder

1

Paste your destination URL into the first field. Include the full address with 'https://' so analytics tools and short link redirects work correctly.

Paste your destination URL into the first field. Include the full address with 'https://' so analytics tools and short link redirects work correctly.

2

Fill in source, medium, and campaign. These three are required by GA4 for clean reporting and tell your analytics where the click came from.

Fill in source, medium, and campaign. These three are required by GA4 for clean reporting and tell your analytics where the click came from.

3

Add term and content if useful. Term is for paid search keywords or A/B variants. Content differentiates similar links inside the same campaign.

Add term and content if useful. Term is for paid search keywords or A/B variants. Content differentiates similar links inside the same campaign.

4

Copy the URL, or click Shorten with ShortPen for a branded short link with click and conversion tracking, plus a dynamic QR code.

Copy the URL, or click Shorten with ShortPen for a branded short link with click and conversion tracking, plus a dynamic QR code.

The 5 UTM parameters

Three are required by GA4 for clean reporting. Twof are optional and useful for paid search and A/B testing.

utm_source

Source (required)

Source (required)

The platform sending the click. Use the actual platform name in lowercase. Examples: linkedin, newsletter, google, acme-partner.

utm_medium

Medium (required)

Medium (required)

The channel type. Pick category words your analytics tool already understands. Examples: cpc, email, social, paid-social, qr-code, referral.

utm_campaign

Campaign (required)

Campaign (required)

The initiative this link belongs to. Be descriptive enough that the value still makes sense in six months. spring-sale-2026 works. promo does not. Required by GA4.

utm_term

Term (optional)

Term (optional)

For paid search, captures the keyword that triggered the ad. Some teams also use it to label A/B variants.
Example: running-shoes.

utm_content

Content (optional)

Content (optional)

Differentiates similar links that point to the same URL within the same campaign. Useful when one email has two CTAs or two creatives run side by side.
Examples: header-cta, footer-cta.

UTMs, short links, and QR codes

A UTM-tagged URL works on its own, but it's long. Shorten it with ShortPen, and the public link stays clean while the full UTM string is preserved on redirect.

The same applies to QR codes: scan a ShortPen QR code from a poster or product label, and the destination still carries source, medium, and campaign into your analytics.

Short your links

Short your links

ShortPen link with UTMs, short link and QR code
Link options
Basic settings
UTM parameters
QR Code
Custom share preview
Password protection
See other settings
Real-time preview
Scans reliably
UTM parameters
Templates
Source
event
Medium
qr
Campaign
product_launch
Term
product
Content
poster
Preview
https://acme.com/launch?utm_source=event&utm_medium=qr&utm_campaign=product_launch&utm_content=poster
ShortPen analytics after the click
Filter2
Show unique users
Last 30 days
Clicks
122,03218%
QR Scans
48,0116%
Newsletter subscription
13,65612%
Trends
Line
Column
ClicksScansNewsletter subscription
02k4k6k8kJun 1Jun 10Jun 20Jun 30
Campaign
Source
Medium
Campaign
Content
Term
Source
Clicks / Scans
Newsletter sub...
%CR
instagram
38,412
2,108
5.5%
facebook
27,905
1,397
5.0%
newsletter
21,640
2,596
12.0%
google
18,233
1,094
6.0%
partner
9,120
1,003
11.0%

Track what happens after the click

GA4 reads UTMs once the visitor lands on your site. ShortPen tracks the click itself, plus signups and purchases through a small pixel on your destination.

Get started

Get started

Frequently asked questions

Quick answers on migration, tracking, and what changes when you start using ShortPen.

What is a UTM builder?

A UTM builder adds tracking parameters to a URL. You enter the destination, source, medium, and campaign. The tool returns a tagged URL any analytics platform can read.

What does UTM stand for?

Is this UTM builder free?

What are the 5 UTM parameters?

Are UTM parameters case sensitive?

Do UTM parameters affect SEO?

What's the difference between utm_source and utm_medium?

Can I add UTM parameters to a QR code?

Should I use UTMs on internal links?

What's the difference between a UTM builder and a UTM generator?

Ready to make every click count?

Simplify your link management, gain valuable insights, and take control of your online presence. Your journey to better links starts here.

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