SocialAgentFree UTM link builder
Build clean, consistent tracking links for every platform — with a naming convention that survives contact with analytics.
UTM parameters are the only way to tell, in your own analytics, which social post sent someone to your site. They break for one reason: inconsistent naming. "Instagram", "instagram" and "IG" become three separate sources, and your report is worthless.
This builder lowercases everything, strips spaces, and keeps a consistent convention across platforms, so your analytics groups traffic the way you expect. Everything runs in your browser — no link is sent anywhere or shortened.
How to use it
- Paste the destination URL, including https://.
- Pick a source (the platform) and a medium (usually "social" for organic, "cpc" for paid).
- Name the campaign after the thing, not the date: "spring-collection" rather than "march-post-2".
- Copy the finished link. Use content to tell two links in the same campaign apart — "bio-link" versus "story-swipe".
Tips that actually change results
- Lowercase everything, always. Analytics treats "Instagram" and "instagram" as different sources.
- Use hyphens, never spaces or underscores, so links stay readable when they are shared.
- Never put UTMs on internal links between your own pages — it restarts the session and destroys attribution.
- Keep a list of the campaign names you have used. Naming drift is the reason most UTM setups decay after a month.
Also useful here
Engagement Rate Calculator
Engagement rate by reach, by impressions and by follower count — with the benchmark each one should be judged against.
Open tool →Social Media Character Counter
Live character, word and line counts against every platform limit — plus what gets cut off in the feed.
Open tool →Best Time to Post Planner
A starting posting schedule in your own timezone, built from your audience type and how often you can post.
Open tool →Questions about this tool
What are UTM parameters?
They are five optional query parameters — utm_source, utm_medium, utm_campaign, utm_content and utm_term — that analytics tools read to attribute a visit. They do not change the page a visitor sees.
What should utm_medium be for social posts?
Use "social" for organic posts and "cpc" or "paid-social" for ads. Keeping organic and paid apart is the whole point of the medium field.
Do UTM links hurt SEO?
Not on outbound links you share on social. Avoid them on internal navigation and in canonical URLs, where duplicate parameterised URLs can cause problems.
Is my link sent to a server?
No. The builder assembles the URL in your browser. Nothing is uploaded, logged or shortened.
Schedule this with SocialAgent
Take the output, start a free workspace, and turn it into a reviewed, scheduled post on Instagram, Threads or X.