SEO REVIEW LAB / UTM BUILDER

UTM Builder

Add consistent source, medium, campaign, term, and content parameters to an existing destination URL while preserving its other query values and fragment.

Runs in this browser tabNo account requiredOne URL up to 1,000 characters; source and medium up to 100; campaign, term, and content up to 160. HTTP and HTTPS only.

Step 1 / Build the brief

Define one campaign link

7 fields

Start with the final destination and use the same naming taxonomy your analytics team expects. Existing non-UTM parameters and the # fragment are retained.

01Destination URLUse the final HTTP or HTTPS landing page. Existing query values and the fragment are preserved.Required02Campaign sourceIdentify the referring platform, publisher, partner, or list consistently.Required03Campaign mediumUse the approved channel label, such as email, paid_social, cpc, or referral.Required04Campaign nameUse one durable identifier for the initiative across every placement.Required05Campaign termOptionally identify a paid keyword or targeting segment.Optional06Campaign contentOptionally distinguish a creative, button, placement, or variant.Optional07Value casingPreserve approved spelling or convert only entered UTM values to lowercase.Required

Before generationSource, medium, and campaign are required. Term and content are optional, and lowercase mode applies only to the five entered UTM values.

Checking database publication status before enabling this workspace.

No crawl or upload

The entered brief is processed in this browser tab. These tools do not crawl the supplied URL, fetch remote images, or send the draft to Nirmion.

Transparent transformation

The workspace uses visible rules, length counts, URL parsing, and standards-shaped templates rather than hidden ranking scores or unverified AI claims.

Human approval required

A technically valid draft can still be inaccurate for a page, campaign, platform, or policy. Test the result and obtain the appropriate approval before release.

Plain-language guide

How parameters are added safely

The browser parses the destination with the standard URL API, rejects non-HTTP schemes and embedded credentials, sets utm_source, utm_medium, and utm_campaign, and adds non-empty term and content values. URLSearchParams performs percent encoding while existing parameters and the fragment remain in place. Nirmion does not shorten, redirect, visit, or store the link.

01
Start with verified inputs
Use the final landing page and approved taxonomy. Source identifies the referrer or platform, medium identifies the channel, campaign groups the initiative, and optional term or content separates targeting and creative.
02
Understand the transformation
Nirmion normalizes casing only when requested, replaces existing values for the five UTM keys, preserves other query parameters, and serializes a standards-based HTTP or HTTPS URL.
03
Test the destination
Click-test the complete URL, confirm redirects preserve every parameter, verify the landing page loads, and check that the resulting values appear under the intended analytics dimensions.

Useful when

Practical jobs this tool supports

Create a consistent link for an email, social, partner, or paid campaign.
Preserve an affiliate or product parameter while adding campaign attribution.
Differentiate two placements with the content field under one campaign.

Release check

Protect reporting consistency and privacy

Case, spelling, separators, and taxonomy determine whether reports group or fragment values. Never place personal or confidential data in campaign parameters.

Source, medium, and campaign match the approved naming guide.
No customer name, email, account ID, or other personal data appears.
Existing query parameters and the fragment are still correct.
The final click, redirects, page load, and analytics capture are tested.

Important boundary

A tagged URL does not verify analytics

This builder creates URL syntax only. It cannot confirm consent behavior, analytics installation, channel grouping, redirects, auto-tagging conflicts, or report population. Coordinate with the owner of the destination and measurement setup.

Read current Google Analytics URL builder guidance

Questions before publishing

What a careful user should know

These answers focus on reliable campaign naming and preserving the destination URL.

What happens to existing query parameters?

Non-UTM parameters are preserved. Any existing values for the five generated UTM keys are replaced with the reviewed brief.

Why offer lowercase mode?

Campaign values are case-sensitive in common analytics workflows. A consistent convention helps avoid fragmented rows.

Does this shorten or redirect the URL?

No. The tool only produces the complete tagged destination and never hosts a redirect.