Link generator UTM
Build trackable links for your marketing campaigns in seconds with the free Vivlab UTM generator.
Enter your URL and campaign parameters, and the link builds itself automatically.
Parameters
Your UTM link
What are UTMs for?
The utm_* parameters you add to your links let Google Analytics and your stats tools pinpoint exactly where your traffic comes from: source, medium and campaign. That way you know which channels work best.
How it works
Tag a link in 3 steps
Enter your URL
Paste the address of the page you want to send people to, your home page, a product page or an offer.
Fill in the UTMs
Add the source, the channel and the campaign name; the buttons suggest common values such as email or social.
Copy the link
The tagged link builds live: copy it and drop it into your newsletter, your ad or your post.
Get a handle on your UTM parameters
UTM parameters (Urchin Tracking Module) are small snippets added to the end of a URL to identify where a visitor came from. They turn a plain link into a trackable one: the moment someone clicks, their origin lands in your stats. Essential for knowing what each campaign really brings in.
The 5 parameters
utm_source (the platform: google, facebook), utm_medium (the channel type: cpc, email), utm_campaign (the name of the operation), utm_term (the paid keyword) and utm_content (the visual or link variant).
How it feeds your stats
Google Analytics and most measurement tools read these parameters automatically. Your visits then sort themselves by source, medium and campaign, with no extra setup on your end.
When to use them
On all your outbound links: newsletters, social posts, paid ads, partner banners. No need for them on the internal navigation of your own site, though.
Our tip
Settle on a consistent naming convention from the start: always lowercase, no accents, with hyphens. The same channel written as “Facebook” and “facebook” will create two separate rows in your reports.
Frequently asked questions
Making sense of UTM links
What are UTM parameters for?
They are labels added to the end of a URL that tell your analytics tool where a visitor came from. Without them, traffic from a newsletter or an ad gets lumped into direct or into a vague source.
Which UTMs do I actually need?
Three are enough in most cases: utm_source (the origin, e.g. newsletter or google), utm_medium (the channel type, e.g. email or cpc) and utm_campaign (the operation name, e.g. summer-sale). utm_term is for paid keywords and utm_content tells apart two links in the same message.
Where do I see these links in my stats?
In Google Analytics 4, open Acquisition, then Traffic acquisition: the source, channel and campaign show up in the source/medium and campaign name dimensions. Other tools like Matomo display them the same way.
Are UTMs case-sensitive?
Yes. Newsletter and newsletter count as two different sources and split your numbers. Keep everything lowercase, with no spaces, and replace spaces with hyphens so you stay consistent from one campaign to the next.
Is my information sent to a server?
No, the link is built entirely in your browser and nothing goes to Vivlab. Keep in mind that UTMs stay visible in the address, so never put personal data such as an email or a customer name in them.
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