Kontrolit UTM Builder

UTM stands for Urchin Tracking Module. It’s just a bit of extra text you add to the end of a web link so tools like Google Analytics can track where your visitors came from.

By using UTMs, you can see which ads, emails, or social posts are driving traffic and measure the success of your marketing campaigns.

This builder makes it easy to create UTM-tagged links without needing to worry about the technical details.

UTM Builder

Create your campaign link

Where the link should land (e.g. your “Christmas gifts” page).
Optional GA4 utm_id (an internal ID for this email campaign).
Where the visitor comes from. For email, use your list or send name (e.g. newsletter_dec).
Marketing channel. For email campaigns, use email.
The promotion name (e.g. your “Christmas Teddy Sale”).
Main keywords (mainly for paid search; you can leave blank for email).
Use to tell links apart inside the same email (e.g. hero_cta_button, footer_text_link).

Generated URL

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Create a scan-ready code for print, posters, packaging or in-store displays.

Where you can use UTM links

UTM links aren’t just for big ad campaigns — they’re useful anywhere you want to know where clicks are coming from. Here are some common scenarios with example values:

  • Email campaigns
    utm_source=newsletter_dec, utm_medium=email, utm_campaign=christmas_teddy_sale
  • Staff email signatures
    utm_source=signature_jane_doe, utm_medium=email, utm_campaign=brand_awareness
  • Offline advertising (with a short redirect like mydomain.com/advert)
    utm_source=poster_town_centre, utm_medium=offline, utm_campaign=spring_launch
  • Social media posts
    utm_source=facebook, utm_medium=social, utm_campaign=easter_giveaway
  • Banner ads or partner websites
    utm_source=partner_site_xyz, utm_medium=display, utm_campaign=summer_clearance
  • Paid ad platforms (these often tag links automatically, but here are examples if you need custom values):
    Google Ads → utm_source=google&utm_medium=cpc&utm_campaign=teddy_search
    Bing Ads → utm_source=bing&utm_medium=cpc&utm_campaign=holiday_bears
    Facebook Ads → utm_source=facebook&utm_medium=paid_social&utm_campaign=christmas_offer
    Instagram Ads → utm_source=instagram&utm_medium=paid_social&utm_campaign=winter_collection

Tip: Be consistent with your naming (e.g. always use email for medium, facebook for source) to keep your analytics tidy.