Tool
UTM builder
Tag a link before you publish it, so the click reads back as a placement instead of as Direct. This runs in your browser; the URL is never sent to us.
Where the link was published: newsletter, instagram, a partner's name.
How it travelled: email, social, cpc, qr, print.
The campaign this belongs to. Keep it identical across placements.
Paid keyword, if there is one. Usually left empty.
Which of two links in the same place. The header button, or the footer one.
Your tagged link
https://example.com/spring?utm_source=newsletter&utm_medium=email&utm_campaign=spring-2026
Why bother tagging at all
Because the referrer will not tell you. A link opened inside an app sends nothing, most sites send only their domain rather than the page, and anything typed or scanned has no referring page by definition. A large share of clicks therefore arrive as "Direct", which is not a source but the absence of one. UTM parameters travel in the URL, where no privacy setting strips them, and they survive being pasted into a chat window.