UTM link builder for websites, Google Play and the App Store
Create tracked campaign links for Google Analytics, a Google Play install referrer link, or an App Store campaign link – then copy them in one click.
id=id in your App Store linkWhat are UTM parameters?
UTM parameters are short tags added to the end of a link, such as ?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale. When someone clicks the link, Google Analytics records exactly which campaign, platform and ad brought them – so you can see what really drives visits, sign-ups and sales.
The five UTM parameters
| Parameter | What it means | Example |
|---|---|---|
| utm_source | Where the traffic comes from | google, facebook, newsletter |
| utm_medium | The type of channel | cpc, social, email |
| utm_campaign | The campaign or promotion | spring_sale, app_launch |
| utm_term | Paid search keyword (optional) | budget_app |
| utm_content | Which ad or link version (optional) | video_a, banner_b |
Tracking app installs
For Android apps, use the Google Play tab. It puts your UTM tags inside the referrer parameter, which Google Play passes to your app after install. Firebase Analytics then shows the campaign as the install source. For iOS apps, use the App Store tab with your provider token from App Store Connect to see installs per campaign in App Analytics.
Best practices
- Always use lowercase – Google Analytics treats “Facebook” and “facebook” as different sources.
- Keep a simple naming system and use it every time.
- Never add UTM tags to internal links on your own website – it overwrites the real source of the visit.
- Shorten long links with a link shortener before printing them or using them in QR codes.
Frequently asked questions
What is a UTM link?
A UTM link is a normal URL with tracking parameters (utm_source, utm_medium, utm_campaign and optionally utm_term and utm_content) that tell Google Analytics where a visitor came from.
Which UTM parameters are required?
For Google Analytics, use at least utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional.
How do I track Google Play installs from a campaign?
Use a Google Play link with a referrer parameter that contains your UTM tags. Google Play passes it to your app through the Install Referrer API, and Firebase Analytics shows the campaign as the install source.
How do I track App Store campaigns?
Create a link with your provider token (pt) and a campaign token (ct). App Store Connect then shows impressions, product page views and downloads for that campaign under App Analytics.
Is the UTM builder free?
Yes, it is free with no signup. Your recent links are only saved in your own browser.
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