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UTM Builder
Bial URL Builder Toolkit — WhiteKube
Pick a source, choose its medium, and the builder writes a clean, correctly-tagged URL for you. Any doubts, check the best practices and UTM explanations below.
Source and medium come from the approved list. Everything else is optional.
The page people should land on. Existing query parameters are kept.
Where the link lives or is sent from.
Filtered to the mediums allowed for that source.
Before you launch
UTM tags are case-sensitive, free-text, and permanent once a link is live — so a single inconsistency splits one campaign into several rows in your reports. A few shared habits keep the data clean and comparable across the team.
Always generate links here instead of writing UTMs by hand. The dropdowns guarantee source and medium match the approved taxonomy every time.
Analytics reads LinkedIn and linkedin as two different sources. Keep everything lowercase — the auto-format toggle handles this for you.
Spaces become %20 and make links look broken. Use underscores to keep values readable, like spring_launch_2026.
They’re fixed on purpose. If something genuinely doesn’t fit, agree a new entry with the team first — never improvise straight into the URL.
Pick a pattern such as product_region_month and reuse it. Consistent utm_campaign values are what let you compare performance over time.
Only add UTMs to inbound links from outside the site. Tagging links between your own pages restarts the session and corrupts attribution.
UTMs are visible in the URL and stored in analytics. Never include names, emails, or anything sensitive in a tag.
Click the finished link, confirm it lands on the right page, and check the parameters appear correctly in the address bar.
Reference
Every parameter has a specific job in your reporting. Here’s what each one records and how it looks in a finished link.
utm_sourcerequiredThe specific origin of the traffic — where the link physically lives or is sent from. Chosen from the approved list so it always maps to a known channel.
utm_source=linkedinutm_mediumrequiredThe marketing channel or format that delivered the link. Filtered to the mediums valid for the source you picked, so the pairing is always correct.
utm_medium=paid_socialutm_campaignoptionalThe name of the campaign, promotion, or initiative the link belongs to. Groups every link from one effort together so you can measure it as a whole.
utm_campaign=spring_launch_2026utm_contentoptionalSeparates links that point to the same place within one campaign — different creatives, CTAs, or placements. Ideal for A/B testing which version performs best.
utm_content=hero_bannerutm_termoptionalOriginally for paid-search keywords; also handy for tagging the audience or targeting behind a link so you can compare what each segment delivers.
utm_term=epilepsy_awarenessutm_idoptionalA unique campaign ID that ties the link back to a record in GA4 or a planning sheet. Useful when you manage campaigns by code rather than by name.
utm_id=2026_q2_004