Free UTM builder and generator

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.

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How to use this UTM builder

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

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

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

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. Two are optional and useful for paid search and A/B testing.

utm_source

Source (required)

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

utm_medium

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)

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)

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)

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 from a poster or product label, and the destination still carries source, medium, and campaign into your analytics.

Short your links

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.

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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?

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