UTM Link Builder for Social Media
Build tracked links for your Instagram bio, TikTok, YouTube descriptions, newsletters and ads in seconds — with presets, lowercase enforcement and a clean copy-ready URL.
Keep one spelling per source and medium (instagram, never Instagram or IG) — analytics tools treat every variant as a different channel.
Runs in your browser. Nothing you enter is sent to our servers.
Without UTM parameters, most social traffic shows up in Google Analytics or Matomo as “direct” — the platforms strip referrers, especially in-app browsers. Tagging the links in your bio, Stories, video descriptions and newsletters tells you exactly which platform and placement sends visitors that actually buy or sign up. Pick a preset, add your campaign name and copy the link.
How this generator works
UTM parameters are five query-string fields read by every analytics tool: utm_source (the site or platform), utm_medium (the channel type: social, email, paid-social, referral), utm_campaign (the promotion), and the optional utm_content (placement or creative variant) and utm_term (keyword). The builder URL-encodes each value, keeps any parameters your destination already has, and can force lowercase-with-dashes so reports stay tidy.
Frequently asked questions
What should utm_source and utm_medium be for Instagram?
Use utm_source=instagram and utm_medium=social for organic posts, Stories and the bio link; use utm_medium=paid-social for ads. Put the placement in utm_content (bio, story, reel).
Do UTM links work in the Instagram bio and Stories?
Yes. The link is a normal URL; Instagram just adds it to the button or sticker. The parameters survive the in-app browser, which is exactly why they beat referrer tracking.
Can I shorten a UTM link?
Yes — build the tagged link first, then shorten it with any link shortener or a link-in-bio tool. The redirect keeps the parameters.
Are UTM parameters case-sensitive?
Yes. “Instagram” and “instagram” become two different sources in your reports. Keep everything lowercase, which is what the default setting enforces.
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