UTM Link Builder

Written byOleh Soloninupdated 25 September 2026

Page URL

utm_source

Where the visit comes from: the source.

utm_medium

The type of traffic: cpc, email, social.

utm_campaign

utm_content

utm_term

Result

Finished link
https://theunitools.com/ru?utm_source=telegram&utm_medium=social&utm_campaign=launch-2026
Parameters after normalisation
utm_source = telegram utm_medium = social utm_campaign = launch-2026
Link length89
Source after cleaningtelegram
WarningThe length is fine

One spelling instead of a zoo of variants

Assembles a URL with UTM parameters, normalises the values to one spelling and warns when the link gets too long.

UTM parameters are tags on the end of a link that tell analytics where a visitor came from. The builder requires three of them: source, medium and campaign. Without them the campaign report is incomplete — the missing fields show up empty or as (not set).

The real problem with UTMs is inconsistent spelling. Telegram, telegram and TELEGRAM count as three separate sources, and the data smears across them. Every value here is lowercased with hyphens for spaces automatically.

How to use

Paste the address of the page the visitor should land on.
Fill in source, medium and campaign — the builder requires all three. Without them analytics still counts the visit, but the campaign report shows the missing fields as (not set).
Type the values however you like; the builder lowercases them and turns spaces into hyphens.
Copy the finished link — the tags go on the end of the address and do not change the page.

What cleaning does to the tags

Analytics tools are case-sensitive: Newsletter and newsletter land in a report as two sources, and one campaign's numbers end up on two rows that nobody adds together. So every tag is lowercased and spaces become hyphens.

Anything that would need percent-encoding is removed, and non-Latin letters are transliterated first rather than dropped. A tag that cleans down to nothing is reported as an error instead of being written into the link as an empty value.

Every row comes from the builder on this page. Until recently the filter discarded Cyrillic outright: «Запуск 2026» became «2026», and a Cyrillic utm_content disappeared while leaving an empty "utm_content=" behind.
What you typed	What goes into the link
telegram	telegram
Social	social
Spring Sale 2026	spring-sale-2026
Запуск 2026	zapusk-2026
!!!	error: nothing left after cleaning

Three required tags and two optional ones

The builder takes five tags — Google Analytics knows a few more, such as utm_id — but three carry the report. Leave one out and the campaign report is incomplete, and how the visit gets counted instead depends on the analytics tool. Tags cannot be added to visits after the fact.

The two optional tags separate links within one campaign: utm_content tells the header button from the footer link, and utm_term comes from paid search, where the ad platform usually fills it in itself.

The builder insists on the first three and leaves the last two out when empty. With the default example a 26-character address grows to 89: 63 characters of tags that the server ignores and analytics reads.
Tag	Answers	Required	Example
utm_source	where the click came from	yes	telegram
utm_medium	what kind of channel	yes	social
utm_campaign	which campaign	yes	launch-2026
utm_content	which link inside the campaign	no	header-button
utm_term	which paid keyword	no	calculator

What this calculator shows

The finished link with every parameter
How each parameter looks after normalisation
The link length and a warning if it grows too long

What to keep in mind

utm_source, utm_medium and utm_campaign are required — a report without them cannot be read.
Any fragment at the end of the URL is preserved and stays after the parameters, as URL syntax requires.

FAQs

What is the difference between source and medium?

Source is the specific place: telegram, google, newsletter. Medium is the kind of channel: social, cpc, email. One source can arrive through several channels, which is why they sit in separate tags.

Must parameters be lowercase?

It is strongly advisable, and the builder does it for you. Analytics is case-sensitive, and Newsletter and newsletter become two different sources in the same report.

What are utm_content and utm_term for?

Telling links apart within one campaign. utm_content answers "which button exactly", utm_term "which keyword" — the latter mostly in paid search.

What happens to non-Latin characters?

They are transliterated into Latin letters. That is a naming convention rather than a necessity: in the link itself Cyrillic is percent-encoded, and reports decode it back into letters, but Latin text keeps the link short and readable wherever it is seen. Characters with no letter equivalent are dropped, and a tag that ends up empty is flagged as an error.

Can I tag internal links?

Better not. In Universal Analytics a tagged internal link started a new session and cut off the visitor's previous path; GA4 does not restart the session, but the internal tag still shows up as a new source and muddles attribution, handing part of the newsletter's credit to the site's own button.

Do UTM parameters hurt SEO?

Not if the page carries a canonical link without the tags: it tells search engines which address is the main one. That is a hint rather than an order — a search engine may still pick its own canonical. Tagged links are for newsletters and ads, not for internal linking.

Worked example

A post on a messaging channel

Input: source=telegram, medium=social, campaign=launch-2026

Output: …/ru?utm_source=telegram&utm_medium=social&utm_campaign=launch-2026

Note: A value like "Launch 2026" becomes launch-2026 — no spaces, no capitals and no characters that need percent-encoding in the link.

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