Free tool
UTM link builder
Tag a campaign URL so the visit is attributed to the right source. This one keeps query parameters the link already had, replaces UTMs rather than duplicating them, and normalises case — the three things that quietly break attribution. Free, no account, runs in your browser.
Your link
https://example.com/pricing?utm_source=linkedin&utm_medium=social&utm_campaign=q3-launch
Built in your browser. The URL is never sent to us, which matters here more than on most tools — a campaign link can name an unannounced product or a partner you have not gone public with.
What each parameter is for
utm_source — where the click came from, as a place: linkedin, newsletter, a partner’s name.
utm_medium — the kind of channel, not the place: email, social, cpc, referral. Keep this list short and fixed; it is the axis most reports group by.
utm_campaign — one name per campaign, reused across every channel that campaign runs on. This is what lets you add up a launch that ran on email, LinkedIn and paid at the same time.
utm_term and utm_content — optional. Term is the paid keyword; content distinguishes two links in the same message, so you can tell whether the header button or the text link did the work.
Three things that break attribution
Inconsistent casing. LinkedIn and linkedin are two different rows in every analytics product. The split does not announce itself; it shows up weeks later as a source that appears to have halved.
A second question mark. Builders that concatenate ?utm_source=… onto a URL that already has a query string produce a link with two ?, and everything after the second one is dropped. This tool parses the URL and sets parameters on it instead.
Missing medium or campaign.Attribution needs source, medium and campaign together. With any of them absent, most tools file the visit under “direct” — the bucket that makes a channel look like it did nothing.
Tagging links you send by email?
Lightng tracks clicks per template and per sending address, from mail that goes out of your own mailbox.