UTM Builder
UTM link builder
Add campaign tracking to any link before you share it.
What is a UTM builder, and why does it matter?
A UTM builder lets you add tracking tags to any link so you can see exactly where your website traffic is coming from. Whenever you share a link — in a Google Ads campaign, a newsletter, a social post, or a partner email — adding UTM parameters tells Google Analytics (or any analytics platform) precisely which channel, source, and campaign drove that visit. Without UTM tags, all that traffic gets lumped together as "direct" or "referral," and you lose the ability to measure what's actually working.
Understanding the UTM parameters
Campaign source identifies where the traffic originates — google, facebook, newsletter, or a specific publisher. Campaign medium describes the marketing channel, such as cpc, email, social, or organic. Campaign name ties the click back to a specific promotion or launch, like "summer_sale" or "black_friday_2026." The optional campaign term and campaign content fields let you go further, tracking paid keywords or distinguishing between two versions of the same ad.
Why marketers rely on UTM tracking
If you're running paid search, social ads, or email campaigns, UTM parameters are the difference between guessing and knowing. They let you compare channel performance side by side in your analytics dashboard, attribute conversions to the right campaign, and make confident decisions about where to invest your ad budget next. Consistent UTM tagging is one of the simplest habits that separates a well-run marketing account from one that's flying blind.
Need help turning that data into results?
Tracking your traffic is only the first step — knowing how to act on it is what drives growth. If you'd like a certified Google Ads consultant to build, manage, and optimize your campaigns end to end, Stipe Kakic can help you turn clicks into customers.
Dynamic values, explained
The Campaign name, Campaign term, and Campaign content dropdowns above include each ad platform's own dynamic tags. A dynamic tag is a placeholder — you leave it exactly as written in the link, and the ad platform swaps in the real value the moment someone clicks. That means one link template can report a different campaign, ad, or keyword for every single click, without you building a new link by hand each time.
Below is what each tag actually returns. Campaign source and Campaign medium aren't included here on purpose — no ad platform exposes a dynamic tag for either, since they're classifications you choose (which channel, paid or organic), not data tied to an individual click.
Meta (Facebook & Instagram)
| Tag | Returns |
|---|---|
| {{campaign.name}} | The campaign's name in Ads Manager |
| {{campaign.id}} | The campaign's numeric ID (stable even if the name changes) |
| {{adset.name}} | The ad set's name |
| {{adset.id}} | The ad set's numeric ID |
| {{ad.name}} | The individual ad's name |
| {{ad.id}} | The individual ad's numeric ID |
| {{placement}} | Where the ad appeared, e.g. Feed, Stories, Reels |
{{site_source_name}} (which app served the ad: fb, ig, msg, or an) is only available in the Campaign source dropdown above, not in name/term/content — since it identifies the platform itself rather than a per-click detail within a campaign.
Google Ads & YouTube
| Tag | Returns |
|---|---|
| {campaignid} | The campaign's numeric ID — Google Ads has no dynamic tag for the campaign name itself |
| {keyword} | The search keyword that triggered the ad (Search campaigns only) |
| {matchtype} | How the keyword matched: e (exact), p (phrase), or b (broad) |
| {creative} | The ad's numeric creative ID |
Microsoft Ads (Bing)
| Tag | Returns |
|---|---|
| {CampaignId} | The campaign's numeric ID — like Google, no tag returns the campaign name |
| {Keyword} | The search keyword that triggered the ad |
| {MatchType} | How the keyword matched: e, p, or b |
| {AdID} | The specific ad's numeric ID |
TikTok
| Tag | Returns |
|---|---|
| __CAMPAIGN_NAME__ | The campaign's name |
| __AID_NAME__ | The ad group's name (despite the "A", this is the ad group, not the ad) |
| __CID_NAME__ | The individual ad/creative's name (despite the "C", this is the ad, not the campaign) |
| __CID__ | The individual ad/creative's numeric ID |
| __PLACEMENT__ | Where the ad ran: TikTok or TikTok Pangle |
TikTok's naming is easy to mix up: the "A" tags (__AID__, __AID_NAME__) refer to the ad group, and the "C" tags (__CID__, __CID_NAME__) refer to the individual ad. It's the opposite of what the letters suggest.