Campaign details
Optional
Campaign URL
Enter the page address and the campaign source, medium and name.
Recent links
Links you copy or download as a QR code are kept here, only in this browser.No links yet. Copy a link and it shows up here.
About the UTM Builder
UTM parameters are tags at the end of a link that tell Google Analytics and other analytics tools where a visit came from: the source (newsletter, facebook), the medium (email, social, cpc) and the campaign. Enter the page address and the campaign details, and the builder writes the link as you type, with a QR code ready to download.
How to use the UTM Builder
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Enter the page address
Paste the URL of the page the campaign points to. https:// is added if you leave it out, and the parameters and #fragment it already has are kept.
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Fill in source, medium and campaign
Pick a preset to fill in the source and medium, or type your own, then name the campaign. Term, content and campaign ID are optional.
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Copy the link or its QR code
Copy the finished URL or download its QR code as a PNG. Links you copy or download are kept under Recent links, where you can copy them again or load them back into the form.
When to use it
Newsletters
Tag every link in an email so the visits it sends show up as source newsletter and medium email, instead of being mixed into direct traffic.
Social media posts
Use one campaign name on Facebook, Instagram, LinkedIn and TikTok, with a different source each, and compare which network sends more visits.
Print and QR codes
Flyers, posters and packaging send no referrer at all. A QR code of a tagged link is the simplest way to count the visits they bring.
Frequently asked questions
Which UTM parameters are required?
None is enforced: analytics tools accept a link with any of them missing. By convention every campaign link has utm_source, utm_medium and utm_campaign, and the builder warns you when one is empty. GA4 sorts visits into channels such as Email or Organic Social mainly by source and medium, so leaving them out can put visits under Unassigned. utm_term, utm_content and utm_id are optional.
Why lowercase values with dashes?
UTM values are case-sensitive: GA4 reports Email, email and EMAIL as three different sources, which splits your numbers. Spaces turn into %20 in the link. With Normalize values on, the builder lowercases every value and turns spaces into dashes; turn it off to keep the values exactly as typed.
What happens to the parameters the URL already has?
They are kept as they are, followed by the UTM tags, and the #fragment stays at the end. Any utm_ parameter already in the URL is removed and replaced with the values from the form, and the builder tells you which ones it replaced.
Which medium should I use for each channel?
Use email for newsletters, social for organic posts, cpc for paid search such as Google Ads, paid_social for paid social ads such as Meta Ads and referral for partner sites: those land in the matching GA4 default channels. QR codes and print have no standard medium; qr makes them easy to filter, but GA4 shows them as Unassigned.
Are my links stored anywhere?
The link is built in your browser and nothing is sent to Tooly's server. The form and the last 10 links you copy or download as a QR code are saved in this browser's local storage; Clear in Recent links removes them.
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