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UTM builder

Add UTM tags to a link so Google Analytics, Plausible or PostHog can tell which post, email or ad sent each visit.

Where will you share it?

Fills in the source and medium. For any other channel, type them.

Who sends the visit.
The kind of channel.
Use the same name on every channel of this campaign.

Your link

Your tagged link appears here as you fill in the form.

What each tag tells your analytics

utm_source
Who sends the visit: newsletter, linkedin, google.
utm_medium
The kind of channel: email, social, cpc. Analytics tools sort visits into channels from this one.
utm_campaign
The campaign the link belongs to: spring_launch, beta_invite.
utm_term
The paid search keyword that showed your ad. Optional.
utm_content
Which link was clicked when one post or email holds several: header_button, footer_link. Optional.

Three rules for clean reports

  1. Lowercase everything. Analytics tools count "LinkedIn" and "linkedin" as two sources. The builder lowercases for you.
  2. One name per channel, for good. "linkedin" this month and "li" the next splits one channel into two rows.
  3. Never tag links between your own pages. A tag on an internal link overwrites where the visitor really came from.

Questions

Is my link stored anywhere?

Not by Awiser. The link is built in your browser and copied to your clipboard, and nothing you type is sent to us. The last five links you copy stay in this browser so you can grab them again, and Clear removes them.

What if my link already has UTM tags?

Paste it in. The builder moves the existing tags into their fields, so you can change one and copy the new link.

Which tags are required?

None: the builder only needs the website URL. Google still recommends always setting utm_source, utm_medium and utm_campaign, and reports a missing one as (not set), so the builder tells you which ones you left out.

Does the order of the tags matter?

No. Analytics tools read each tag by its name, wherever it sits in the link.

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