Free UTM Builder for Facebook and Instagram Ads
A UTM link is easy to write and easy to write slightly differently next time, which is how one campaign becomes four rows in your reports. Build them here with the Meta presets already right. Nothing you type ever leaves your browser.
Source, medium, and campaign are the three that analytics tools actually need.
Your link
Put your landing page URL in on the left and the tagged link appears here.
Free. No signup, no email. Your links are built in your browser and only your recent ones are kept, on your device.
Automated comment moderation for Facebook and Instagram
We monitor your Facebook and Instagram pages 24/7 and automatically hide bad comments and spam in your ads and organic posts.
7 days free. No credit card required. Setup in 2 minutes.
What this tool does
Nobody's UTM data is broken because they did not know the parameter names. It is broken because in March somebody typed Facebook and in April somebody typed facebook, and analytics tools treat those as two different sources. Do that across five people and a year and your channel report is fiction.
So this does three boring things properly. It lowercases everything by default, because case is the single biggest cause of split campaign data. It turns spaces into underscores, so your black friday campaign is not black%20friday in every report. And it gets the medium right: traffic from a Meta ad is paid_social, not facebook, which is the mistake that makes the medium column useless.
It also handles Meta's dynamic parameters, which are the genuinely useful bit almost nobody uses. Put {{campaign.name}} in and Ads Manager substitutes the real campaign name at click time, so you never maintain the name in two places or forget to update the link when you rename something.
One honest note, because every other tool on this site promises nothing is stored: this one keeps your recent links on your device so it can show them back to you. That never leaves your browser and there is a clear button that really clears.
How to tag your Meta ads properly
The parameters are the easy part. Being consistent is the entire job, and it is the part that goes wrong.
- 1Start from a presetThe presets set source and medium correctly for you. Meta ad traffic is source facebook, medium paid_social. Getting that pair right is most of the value of tagging at all.
- 2Name the campaign the way you will name the next onePick a shape and keep it: black_friday_2026, not BlackFriday or bf26 or black-friday. It does not matter which you choose. It matters enormously that it is the same in six months.
- 3Leave lowercase onThis is the single most useful setting here. Analytics tools are case sensitive, so Facebook and facebook become two sources, and your channel report quietly splits in half.
- 4Use the dynamic parameters for the ad namePut {{ad.name}} in the content field and Ads Manager fills in the real name when someone clicks. You get per ad reporting without maintaining a single link by hand.
- 5Paste it into the ad's website URL fieldIn Ads Manager, the whole tagged link goes in the website URL. There is also a separate URL parameters box if you would rather keep the tags apart from the link.
The mistakes that break UTM data
In rough order of how much damage they do to a report.
- 1Inconsistent caseThe big one. Facebook, facebook, and FaceBook are three sources. Nothing in any analytics tool warns you, and by the time you notice, the history is already split.
- 2Putting the platform in the mediumsource=facebook and medium=facebook tells you nothing you did not already know. Medium is meant to be the type of traffic, so paid_social, and it is what lets you compare all your paid social against all your email.
- 3SpacesA space becomes %20, and your report shows black%20friday. This tool turns them into underscores for you, which is the convention everyone landed on.
- 4Tagging internal linksNever put UTMs on links between your own pages. It restarts the session and overwrites the original source, so the channel that actually brought them gets credited to you.
What UTM tags tell you, and what they do not
Tagging is genuinely worth doing and it answers a smaller question than people expect.
What tagging gives you
- Your own record of what you ranIndependent of Meta's reporting and its attribution windows. Your analytics, your numbers, your definitions.
- Consistency, if you let itLowercasing and underscores by default remove the two mistakes that cause most split data.
- Per ad reporting for freeThe dynamic parameters mean you get the real campaign and ad names without maintaining a link for each one.
- The medium done rightpaid_social rather than facebook, so you can actually compare channels rather than just list them.
What it cannot tell you
- Anyone who did not clickThis is the big one. UTMs only exist on a click. Every person who saw your ad, read the comments, and decided against you is invisible, and they are the expensive ones.
- Why the click happenedA tag records that traffic arrived from a campaign. It has no opinion on whether the ad, the offer, or the comment section is what decided it.
- Anything without a linkViews, impressions, and someone typing your name into Google a week later because they saw the ad. None of that gets tagged.
- Whether the data is any goodCookie consent, ad blockers, and browser privacy features drop a real share of traffic before your analytics ever sees it. The tag was fine. The click still vanished.
- Your naming conventionThis tool makes it easy to be consistent. It cannot make you consistent, and the person on your team who types Q4_SALE in caps is not reading this page.
- What happened under the adThe link is the last step of a journey you paid for. Whatever was in the comment section decided how many people reached it, and no parameter records that.
Tracking clicks vs Sweep Inbox
One measures the people who arrived. The other is about the people who did not. Here is the split.
| UTM tags | Sweep Inbox | |
|---|---|---|
| Price | Free, no signup | Paid, with a 7 day free trial |
| What it sees | People who clicked | Everything that happens under the ad, click or not |
| The buyer who read a scam reply and left | Invisible. No click, no tag, no record | Never sees the reply, because it was hidden first |
| What it changes | Nothing. It labels | What your buyers actually read |
| When it works | At the moment of a click | Around the clock |
Questions people actually ask
- paid_social, with source facebook. The common mistake is putting facebook in both, which makes the medium column useless: medium is meant to describe the type of traffic, not the platform, so all your Meta, LinkedIn, and TikTok ads share paid_social and you can compare paid social against email or organic in one view. Organic posts are medium social.
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7 days free. No credit card. Cancel anytime.
