What a UTM builder does
Google Analytics, Meta, and most store platforms group traffic with five parameters: utm_source, utm_medium, utm_campaign, and the optional utm_term and utm_content. A UTM builder writes those onto a website URL so every ad and email in a client report uses the same naming.
Source is where the click came from, such as facebook, klaviyo, or google. Medium is the kind of traffic, such as paid_social, email, or cpc. Campaign is the name you want to read later, such as spring-launch. Term is usually a keyword. Content is usually the individual ad or button.
How to use this UTM builder
- Paste the landing page, including any query string or #fragment you need to keep.
- Pick a preset, or type the source and medium yourself. Presets fill those two fields only. Your campaign name stays as you typed it.
- Name the campaign. Leave term and content blank unless you need them.
- Leave lowercase on unless a value must keep its capitals. Choose how spaces should be written.
- Copy the campaign URL. The preview updates as you type. Nothing is sent.
Lowercase is on because facebook and Facebook become two sources in most reports. Spaces can stay encoded as %20, or become hyphens or underscores. Encoding uses %20 rather than a plus sign, which matches the way campaign links are usually shared.
Worked example
The landing page is https://brand.example/products/linen-shirt?color=sage#details. The Meta ads preset for Facebook sets the source to facebook and the medium to paid_social. The campaign is typed as “Spring Launch”, with lowercase and hyphens on.
The builder keeps color=sage and #details, and writes the campaign in lowercase with a hyphen:
https://brand.example/products/linen-shirt?color=sage&utm_source=facebook&utm_medium=paid_social&utm_campaign=spring-launch#details
Meta ads and Klaviyo
Many Meta accounts use facebook / paid_social for every placement, then let {{site_source_name}} tell Instagram from Facebook. Use the Instagram preset when you want the source itself to say instagram. Dynamic values such as {{campaign.name}}, {{adset.name}}, and {{ad.name}} must stay in braces. This builder does not encode them.
Klaviyo can append its own UTM parameters to email and SMS. If that setting is already on, a link from this builder can end up with two sources. Turn one of them off for that send. You do not need both Meta and Klaviyo to use the presets. Pick the channel the client actually runs.
Checking whether the campaign can make money comes next. The break-even ROAS calculator turns order value and costs into a ROAS target, and it includes a CPM calculator.
FAQ
What does a UTM builder do?
It adds utm_source, utm_medium, and utm_campaign to a link so analytics can group visits by campaign. This builder also has optional utm_term and utm_content fields.
Which UTM parameters should I fill in?
Source, medium, and campaign are the three that reports usually need. Term and content are optional. Term is often the keyword. Content is often the individual ad or button.
Should UTM values be lowercase?
Yes, in most accounts. Analytics tools treat Facebook and facebook as different sources. Lowercase is on by default. Turn it off when a value must keep its capitals, such as a name you cannot change.
Will this keep the query string and hash already on my URL?
Yes. Parameters that are not the five UTM fields stay in their original order, and the #fragment stays at the end. If the link already has a utm_source, utm_medium, utm_campaign, utm_term, or utm_content, the values from this form replace them.
Can I use Meta dynamic parameters such as {{campaign.name}}?
Yes. Tokens in double curly braces are left unencoded, so Meta can still replace {{campaign.name}}, {{adset.name}}, {{ad.name}}, {{site_source_name}}, and {{placement}}. Lowercase and space rules do not change the text inside the braces.
Does Klaviyo already add UTMs?
Klaviyo can add UTM parameters to email and SMS links from its own tracking settings. If that is turned on, adding the same parameters here as well can duplicate them. Use Klaviyo's tracking or this builder on a given link, not both.
Is anything I type stored or sent?
No. The URL is built in your browser. Nothing is saved, and the values are not sent to Vuelly or anyone else.