Write down the campaign labels before building links. A shared naming table helps stop Newsletter, newsletter and email_newsletter becoming separate values when you intended one source. Choose names for the reports you need, then use UTM Builder to apply them consistently.
Assign each field a job
| Field | Question | Example convention |
|---|---|---|
utm_source |
Which publication or platform referred the visit? | newsletter |
utm_medium |
What kind of channel is it? | email |
utm_campaign |
Which campaign groups these links? | autumn_catalogue |
utm_id |
Which stable campaign ID matches your records? | catalogue_2026_10 |
utm_content |
Which creative or link placement? | button_top |
utm_term |
Which paid keyword, when applicable? | Your approved keyword label |
This builder requires source, medium and campaign; the other three fields are optional. An analytics platform can support additional fields and has its own collection and reporting rules. A valid generated URL does not prove that analytics is installed or visits are being attributed.
Choose spelling and reporting granularity
Use one case and one separator convention, such as lowercase words joined with underscores. A space is valid and is encoded as %20, but consistent short labels are easier to copy and inspect. Google Analytics treats differently capitalized values as distinct; see its campaign URL guidance.
Decide whether a newsletter campaign represents the whole programme or one issue. A stable campaign name groups issues together; dated names separate them. Content labels can identify placements, but avoid packing several unrelated meanings into an unreadable value. Record the choice in the naming table so the next person can repeat it.
Build one link and inspect existing tags
Paste the destination, then enter the approved values. Starting-point presets are editable source and medium suggestions. They do not connect an advertising account or enable automatic tagging.
Check Replace tracking values already in the address. When enabled, supplied values replace recognized UTM keys. A blank optional field leaves an existing value in place. When disabled, existing recognized values win and only missing names are added. Clear an obsolete optional tag deliberately rather than assuming a blank field removes it.
The builder preserves other parameters and the fragment, although rebuilding can change their encoded spelling. Keep campaign labels out of internal navigation unless your measurement design specifically accounts for them. Internal tags can confuse interpretation of acquisition data.
Use bulk links and QR output carefully
A bulk list replaces the single address for that run, applying the same campaign values to every nonempty line. Review skipped invalid lines as well as successful results. The table shows up to 200 rows; bulk mode does not generate QR images.
Single-link mode offers a local SVG QR image when the URL fits the encoder. That image represents the generated address. For a printed campaign, follow the poster QR checks before ordering copies.
Verify the journey and the report
Open a test link, follow its redirects and confirm the intended landing page and tags. Then check collection in your own analytics setup. An existing advertising auto-tagging configuration may require a different approach from manually added tags.
The address limit is 2,000 characters and each tag value allows 200. Put campaign labels in tags, never passwords, email addresses or private order details: URLs can appear in history, logs and screenshots. Keep the approved naming table and a record of the final links beside the campaign brief.