Build a UTM-tagged URL
Generates a correctly formed tagged URL and normalizes as it goes — lowercasing everything, because UTM values are case-sensitive and Facebook, facebook and FB are three separate sources in every report you will ever run. It tells you what it changed, so the convention sticks rather than being silently applied, and it flags a medium your analytics platform probably won't recognise.
Free30 minutesNo obligation
Build a UTM-tagged URL
Generates a correctly formed tagged URL and normalizes as it goes — lowercasing everything, because UTM values are case-sensitive and Facebook, facebook and FB are three separate sources in every report you will ever run. It also tells you when it changed something, so the convention sticks.
The platform. Not the campaign.
Drives channel grouping. Use a value from a short fixed list.
Fill in Destination URL, Source, Medium to generate the output.
UTM builder · what breaks
What this tool is for — UTM builder
- 01
Your channel reporting has fragmented
The same platform appearing under several spellings.
- 02
You're setting a convention
And want the tool to enforce it rather than a document nobody reads.
- 03
Non-technical people build links
And typos become permanent report entries.
UTM builder · the fix
What you get out of it — UTM builder
A correctly formed URL
Existing query parameters preserved.
A note on anything normalized
So you can fix it at the source next time.
A medium sanity check
Against the values analytics platforms actually group on.
UTM builder · architecture
Why UTM discipline matters more than it sounds like it should — UTM builder
These are free-text fields with no validation anywhere. The only thing keeping your channel reporting readable is a convention everyone follows.
- 1
UTMs are case-sensitive
Which is the entire reason most analytics accounts have three versions of every source. Lowercasing fixes most fragmentation on its own.
- 2
Medium drives channel grouping
It's the one field that decides where traffic lands in your reports, and it's the one most often left as free text.
- 3
A hand-written click ID is not a click reference
It matches nothing at the platform and can interfere with the real one.
- 4
Turning auto-tagging off for clean URLs is expensive
It removes the click ID, and with it Enhanced Conversions, offline import and reliable conversion attribution.
UTM builder · diagnose
What this tool cannot tell you — UTM builder
Stated up front, because a tool that implies more confidence than it has is worse than no tool. These are checks you have to run yourself.
- 01
Whether your convention is the right one
It enforces consistency, not correctness. The vocabulary is yours to choose and document.
- 02
Whether the link works
It builds a URL. Test that the destination loads and that any redirect preserves the parameters.
- 03
Whether auto-tagging is on
Check that in each ad account — it's a different and more consequential setting.
- 04
Whether internal links carry UTMs
That's a site-wide problem this can't see, and it overwrites the real source.
UTM builder · prove
How to confirm the result — UTM builder
Against your own records, not against the tool's output.
Source of truth
your analytics channel grouping — whether it resolves cleanly
- Source and medium values checked for near-duplicates across your account.
- Channel grouping resolving with minimal unassigned traffic.
- No internal links carrying UTM parameters.
- Auto-tagging confirmed still enabled alongside manual UTMs.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked after your next site release, which is when most breaks happen.
UTM builder · free audit
What we check in the free audit
- Whether your convention is the right one
- Whether the link works
- Whether auto-tagging is on
- Whether internal links carry UTMs
Checked against
your analytics channel grouping — whether it resolves cleanly
Free30 minutesNo obligation
UTM builder · when not to buy
Why this isn't gated — UTM builder
There's no email form in front of it, and that's deliberate.
- A tool you have to pay for with your contact details is a lead form wearing a costume. If this is useful, it should be useful without a transaction.
- Everything it does runs in your browser. There is no endpoint, so there is nothing for us to collect even if we wanted to — open your network tab and check.
- It will tell you when you don't have a problem. That outcome costs us a sale and happens regularly, which is the point of publishing it rather than putting it behind a call.
- If it does find something and you'd rather fix it yourself, the reference pages on this site cover the how. Hiring us is one option, not the conclusion.
UTM builder · what we deliver
What it checks — UTM builder
Case and formatting
Everything lowercased, non-alphanumerics collapsed to hyphens.
Medium recognition
Against the values that drive channel grouping.
Manual click identifiers
Flagged as errors — a hand-written gclid matches nothing.
Auto-tagging conflict
Warns where manual UTMs sit on Google Ads traffic.
Pricing
Pick the package that fits your ad spend
Browser-side starter
$400One-time fee · lifetime ownership
If the tool found something and you'd rather not fix it yourself: we repair the root cause in your existing setup and verify it on a live conversion.
- Root cause fixed, not worked around
- Verified on a live conversion
- Reconciled against your own records
- Written handover
1st-party server-side
Recommended$800One-time fee · most popular
Removes the class of failure rather than the instance. Money events from your own records through a first-party container on your subdomain.
- First-party server container on your own subdomain
- Events from your records, not the browser
- Deduplicated on a shared event ID at every destination
- First-party cookies beyond Safari's 7-day cap
- 95%+ accuracy and 8+ Meta EMQ, guaranteed in writing
Full 1st-party stack
$1,800One-time fee · lifetime ownership
Every paid channel server-side plus the offline loop, with monitoring so the next break surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- Pinterest, Snapchat, Reddit and LinkedIn CAPI
- CRM and offline conversion loop
- Refunds and cancellations corrected wherever each platform allows it
- Monitoring on every destination
FAQ
UTM builder questions, answered
Because UTM values are case-sensitive, so Facebook and facebook are two sources in every report. Lowercasing is the single rule that prevents most fragmentation.
Yes — those channels have no auto-tagging, so UTMs are the only labelling available. That's their strongest use case.
Analytics platforms build channel grouping from a set of recognised medium values. Anything else usually lands in unassigned traffic.
You can, for readable reporting. Never turn auto-tagging off to do it — and test the real link, because a manual utm_source can override click-ID attribution in some configurations.
Free · 30 min
Get your channel reporting readable again
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