FREE TOOL

Free UTM builder

Tag a link so your analytics can tell which post, email or launch sent each visitor. Type the page your link opens and where you’ll share it, then copy the tagged link. It’s free, there’s nothing to sign up for, and nothing you type leaves your browser.

It’s made by Deacon, an AI customer support agent for founders. The script that runs Deacon’s chat also counts your visitors and files each one under the source your tag names, and there’s a free plan.

The page the link opens.

utm_source, where you’ll share the link. Required.

utm_medium, the kind of channel.

utm_campaign, the launch or push it belongs to.

utm_term, the keyword a search ad paid for.

utm_content, which link it is when one place has two.

Add the address of the page the link opens.

What each UTM tag does

UTM tags are five parameters added to the end of a link. The page ignores them, and your analytics reads them to say where a visit came from.

The five UTM tags
TagWhat it records
utm_sourceWhere the link was shared, such as a newsletter, a site or a platform.
utm_mediumThe kind of channel the source belongs to.
utm_campaignThe launch, offer or push the link is part of.
utm_termThe keyword you paid for, on a search ad.
utm_contentWhich link was clicked, when one email or page carries two.

How to name UTM tags so your reports stay tidy

  • Use lower case every time. Tags are case sensitive in Google Analytics and in Deacon, so Newsletter and newsletter show up as two sources.
  • Use hyphens rather than spaces. A space turns into %20 in the link, which is harder to read and easy to mistype when you write a tag by hand.
  • Pick one name for each place and keep it. If it’s linkedin this week, don’t make it li next week, or one source splits into two rows.
  • Never tag the links between your own pages. The tag replaces where the visitor really came from, so your reports credit your own site with visitors who came from somewhere else.

How Deacon reads UTM tags

Deacon’s website visitor tracking reads a visitor’s source from the address of the page they land on. It reads utm_source first, then a source, ref or src tag, and without any of them it uses the site that sent the visitor. A visitor with no tag and no referrer reads Direct. Nothing is grouped into channels, so the source you type is the name you see, and google.com stays google.com.

On Analytics › Website, the Sources card rates every source against one goal, which Deacon picks. It’s Sign up if you have a goal by that name, else the end of your first funnel, else the first goal to arrive. So a tag shows you which source sent visitors who signed up, not only visitors. A Product Hunt listing tags its links for you, as the Product Hunt launch checklist explains.

The same script runs Deacon’s chat, which answers your customers in seconds from your own docs and shows you what they’re stuck on. If you’re choosing an analytics tool, the Google Analytics alternatives guide says what each one counts.

Questions about UTM links

A form that adds UTM parameters to a link for you. UTM parameters are tags on the end of a web address, such as ?utm_source=newsletter, which analytics tools read to file a visitor under a source, a medium and a campaign. They don’t change the page the link opens.

Google’s guide to URL builders says to set utm_source, utm_medium and utm_campaign on every link, and Google Analytics reports on all three. Deacon counts visitors by the source alone, so the source is the one it needs. Term and content are for search ads and for telling apart two links in the same email or page.

It builds the same kind of link. Google’s Campaign URL Builder adds these tags for Google Analytics, which also reads newer ones such as utm_id. This one keeps to the five that most links need, and keeps anything your address already carries, such as ?plan=pro.

No. The link is built in your browser as you type and isn’t sent anywhere, so copy it before you leave the page.

No. A page ignores tags it doesn’t use. The builder keeps anything your address already carries, such as ?plan=pro or a #section, and if the address already has UTM tags it replaces them rather than adding a second set.

Yes. Deacon’s website analytics counts your visitors by source, from the same script tag that runs Deacon’s chat, and it’s on every plan, the free one included. It reads utm_source and has no report for the other four tags, so for reports by medium or campaign, Google Analytics reads all five.

Try Deacon for free

Add one script tag and Deacon answers your visitors in seconds from your own docs, and counts your visitors by the source your tags name.

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