UTM Link Builder
Add UTM tracking parameters to any URL for Google Analytics campaign tracking.
About this tool
UTM parameters tag links so Google Analytics attributes traffic to the correct source, medium, and campaign. Essential for measuring which social posts and emails drive conversions.
How to use the UTM Link Builder
- 1
Paste your destination URL.
- 2
Fill in utm_source (e.g. instagram), utm_medium (e.g. social), and utm_campaign.
- 3
Copy the full tracking URL and use in bio links, ads, and posts.
Naming conventions
Be consistent: utm_source=instagram always, not "ig" sometimes and "instagram" other times. Use lowercase campaign names with underscores.
Document your UTM naming in a shared sheet so your team stays aligned.
Pro tips
- Never use UTMs on internal links — only external campaign links.
- Shorten long UTM URLs with a branded short link for cleaner bios.
Social Media Specs & Character Limits
Optimal text formatting, length guidelines, and parameters for all major platforms:
| Platform | Max Length | Ideal Length | Hashtag Policy |
|---|---|---|---|
| Instagram Feed & Reels | 2,200 chars | 125 - 150 chars | 3 - 5 tags (Recomm.) |
| TikTok Posts | 4,000 chars | 100 - 200 chars | 3 - 5 tags (Ideal) |
| YouTube Description | 5,000 chars | 1,500 chars (SEO) | 3 - 10 tags |
| X / Twitter Post | 280 chars | 100 - 140 chars | 1 - 2 tags |
| LinkedIn Articles & Posts | 3,000 chars | 500 - 1,000 chars | 3 - 5 tags |
Frequently Asked Questions
What is utm_source?▼
Where traffic comes from — instagram, newsletter, google, etc.
Do UTMs affect SEO?▼
UTM parameters do not hurt SEO. Google ignores them for ranking purposes.