Free online UTM builder
Paste a page URL, pick a template for Yandex Direct, VK, Telegram or a blogger and get a ready link with UTM tags. Free, no sign-up.
- Templates for Yandex Direct, VK Ads and Telegram
- Correct encoding: spaces, Cyrillic, macros
- Existing parameters and #anchor are kept
Build a link with UTM tags
What UTM tags are and why you need them
UTM tags are parameters at the end of a link like ?utm_source=vk&utm_medium=cpc. They do not change the page itself, but analytics systems read them and record where the visitor came from: which ad system, campaign, ad or post.
Without tags, clicks from newsletters, messengers and apps often end up as "direct traffic", and you cannot tell which channel brings leads and sales. One tagged link per placement solves this.
UTM parameters
Three parameters are required: utm_source, utm_medium and utm_campaign. The other two specify the ad and the keyword.
| Parameter | Purpose | Example |
|---|---|---|
utm_source |
Traffic source: ad system, social network, channel or newsletter. | utm_source=yandex |
utm_medium |
Traffic type: paid ads, post, email, etc. | utm_medium=cpc |
utm_campaign |
Name or ID of the ad campaign, promotion or launch. | utm_campaign=autumn_sale |
utm_content |
Tells apart ads, banners and links within one campaign. | utm_content=banner_1 |
utm_term |
The search keyword the ad was shown for. | utm_term={keyword} |
Ready-made UTM templates
The same templates are available as buttons in the builder above — click one and the fields fill in automatically.
UTM tags for Yandex Direct
Curly braces are Direct macros: when the ad is shown, Direct substitutes the campaign ID, ad ID and keyword. The builder does not encode the braces so the macros keep working.
?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_id}&utm_content={ad_id}&utm_term={keyword}
VK Ads
For ads on VKontakte. Put the campaign name in utm_campaign and the ad variant in utm_content.
?utm_source=vk&utm_medium=cpc
Telegram Ads
For ads in channels via Telegram Ads. Tell different ads apart with utm_content.
?utm_source=telegram&utm_medium=cpc
Post in a Telegram channel
For paid posts in other people's channels. Put the channel name in utm_campaign to see which post worked.
?utm_source=telegram&utm_medium=post
Blogger ads
One link per blogger: the blogger's name in utm_campaign, the format (story, post, video) in utm_content.
?utm_source=blogger&utm_medium=post&utm_campaign=blogger_name
Email newsletter
For emails and digests. Put the topic or date in utm_campaign and the button or email block in utm_content.
?utm_source=newsletter&utm_medium=email
Where to see the results
In Yandex Metrica, visits from tagged links appear in the "Sources" group of reports: there is a UTM report where visits, goals and conversions are grouped by utm_source, utm_medium, utm_campaign and other parameters. The Metrica tag must be installed on the page for the data to appear.
If you need to count clicks before they reach the site — for example, for a link in a messenger, a QR code or a marketplace app — shorten the link in Mobzio: click statistics by source, device and time will be in your account. Shorten the link and see clicks
UTM tags and marketplaces
On marketplaces, UTM tags follow their own rules: you cannot put a Metrica tag on a product card, so everything depends on the platform's own tools.
Wildberries
The "External traffic" section with the UTM report has been disabled on Wildberries: links with utm_source and utm_campaign no longer produce statistics in the seller account. Clicks and orders from external sources are now counted with a separate link per source and the seller's API data.
What to use instead of UTM on WildberriesWB external traffic analytics
Ozon
Ozon has an "External traffic" section: links are tagged with UTM parameters that include a mandatory seller tag, and Ozon counts clicks and orders from them. Such links are built in the Ozon account — a regular UTM link from this builder without the seller tag will not get into the report.
Ozon external traffic analyticsCommon UTM mistakes
Spaces in values
A space in a link turns into %20, and some platforms cut the link at it. Write summer_sale or summer-sale.
Unencoded Cyrillic
Cyrillic letters pasted into a link as is break when copied into messengers and social networks. The builder encodes them automatically, but Latin letters are safer.
Mixed case
VK, vk and Vk may appear as three different sources in reports. Agree with your team to write all values in lowercase.
A second question mark
If the URL already has parameters, tags are added with &, not with a second ?. The builder does this for you and keeps the #anchor at the end of the link.
Tags on internal links
UTM tags are only for external clicks. A tag on a link within your own site may overwrite the real visit source and distort statistics.
UTM FAQ
Count clicks, not just tags
Mobzio shortens links, opens them in apps and shows which source brings clicks and orders.
Just try it