Do these values change the page people see?

No. They are read by whatever measures your traffic and ignored by the page itself.

Which fields do I have to fill in?

Source, medium and campaign. Term, content and campaign ID are optional.

Why did one campaign show up twice in my reports?

Usually capital letters. Facebook and facebook are counted separately. Keeping every value lowercase avoids it.

Does this work with analytics other than Google?

Most products read these values, because the naming has been the common convention for years. Check what yours expects if you are unsure.

The link is very long. Can I shorten it?

Run it through the link shortener. The values still reach your reports, because the short link passes the whole address on when it redirects.

Can I put a tagged link into a QR code?

Yes. Build the link here, then paste it into the QR code generator. That is what the print and qr entries in the medium box are for.

Is anything I type here saved?

No. The page has no server behind it. Close the tab and nothing remains.

Home / Free tools / UTM Builder

UTM builder

Add tracking values to a link so your reports can tell you where each visitor came from.

A UTM builder adds tracking values to the end of a web address. When someone opens that link, your analytics reads the values and records where the visit came from, instead of filing it under direct or unknown. Set the values below and copy the finished link. Nothing is sent anywhere, and the link is assembled in your browser. If the result is too long to hand out, run it through the link shortener.

Page address

Source

Medium

Campaign name

Term optional

Content optional

Campaign ID optional

Make all values lowercase Replace spaces with hyphens

Your link

Fill in the address and the first three values.

What each value means

Source is where the visit came from, such as a newsletter or a printed flyer. Medium is how it arrived, such as email, print or a paid placement. Campaign is the name of the effort the link belongs to. Term and content are optional and are normally used to tell two versions of the same link apart. Campaign ID is optional and matches a row in your own records.

Capital letters split your reports

Analytics products treat Facebook and facebook as two separate sources, so one campaign arrives as two rows and each half looks smaller than it really is. Lowercase is switched on here for that reason. Spaces are replaced with hyphens for the same kind of reason, since a space becomes an escape code that makes the link hard to read once it is pasted somewhere.

Links that already carry values

A web address can already have a query string on it, and it may already carry tracking values from an earlier campaign. Anything unrelated is kept as it was. Old tracking values are replaced by the ones you set, and you are told when that happens. If the address ends in a section link, the values are placed before it, which is where they have to sit to be read.

Nothing leaves your browser

The link is built on your own machine. Nothing you type is sent to sona.to, stored or logged. There is no account and no sign in.

What it handles

Everything the builder does to the link you paste in.

Values

Source, medium and campaign
Term and content
Campaign ID
Suggestions for common entries

Link handling

Query strings already on the address
Tracking values from an earlier campaign
Section links kept at the end
https added when it is missing

Consistency

Lowercase, on by default
Spaces replaced with hyphens
Both can be switched off

Output

The finished link, updated as you type
Each value listed on its own
Copy in one click

How to use it

Paste the address

Put in the page you want people to land on. If you leave off the https, it is added for you.

Set source, medium and campaign

These three are what your reports group by. The boxes suggest common entries, and you can type anything else instead.

Add term or content if you need them

Use these when the same campaign runs in two versions and you want to tell them apart later.

Copy the link

The finished link updates as you type. Copy it and use it wherever the campaign runs.

What these words mean

UTM

Urchin Tracking Module. Urchin was the analytics product Google bought in 2005 and built Google Analytics from. The product name went, the parameter names stayed.

Query string

The part of a web address after the question mark. It carries name and value pairs separated by ampersands, and it is read by the page or by whatever is measuring the visit.

Direct traffic

Visits your analytics cannot attribute to anywhere. Untagged links often land here, which is the gap tagging closes.

Questions

Related features

Link Shortener & Tracking

Clean short links that track every click, so you know which posts drive traffic.

Smart Analytics & Reports

Track performance across every channel with real-time data, AI-driven insights, and exportable reports.

Scheduling

Plan, drag, drop, and publish across every channel without living in the app.

UTM builder

What each value means

Capital letters split your reports

Links that already carry values

Nothing leaves your browser

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