UTM Link Builder & Shortener

Build a validated UTM-tagged URL with proper naming conventions. Generate a short code for social bios and physical prints.

Full UTM URL



Short Code






Short code is a deterministic base36 hash — same URL always yields the same code. Deploy a resolver to map code → URL at /s/<code>.


Parameter Audit








UTM Best Practices


UTM parameters tell Google Analytics (or any analytics tool) where a click came from. Bad conventions corrupt your attribution data permanently.


Naming Rules


    

  • Lowercase only — "Newsletter" and "newsletter" are two different sources in GA4.
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  • Use underscores or hyphens — pick one and stick with it. Mixed separators fragment data.
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  • No spaces — spaces become %20 and break link parsing.
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  • Consistent taxonomy — source = platform (facebook, newsletter), medium = channel (cpc, email, social), campaign = specific initiative (spring_launch_2026).
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Common Mistakes


    

  • Using UTMs on internal links — GA4 treats internal UTM clicks as new sessions, breaking attribution.
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  • Missing utm_medium — traffic falls into "unknown".
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  • Duplicating UTMs already in the URL — GA4 keeps the last value, confusing reports.
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  • Capitalising — "Facebook" vs "facebook" fragment data forever.
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UTM FAQ


Should I use UTMs on internal links?
No. Use Google Analytics 4's native internal link tracking, or your attribution will fragment sessions. UTMs are for external-to-site traffic only.


Are UTMs case-sensitive?
Yes for reporting. GA4 treats "Facebook" and "facebook" as different sources. Standardise on lowercase.


What if the URL already has query parameters?
The tool merges them safely. If you pass utm_source twice, the last value wins in GA4 — avoid duplicates.


What's a short code for?
For social bios, print, QR codes and anywhere a long UTM URL looks ugly. Same URL always generates the same code — deterministic.