Build clean UTM links in seconds

A UTM builder is a tool that appends UTM (Urchin Tracking Module) parameters to your URLs so you can track where your website traffic comes from. UTM parameters — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — are recognized by analytics platforms like Google Analytics, helping you measure the effectiveness of your marketing campaigns.

UTM parameters are five tags you add to the end of a URL: utm_source (where the traffic comes from, e.g. google, twitter), utm_medium (the marketing medium, e.g. cpc, email, social), utm_campaign (the campaign name, e.g. spring-sale), utm_term (the paid keyword), and utm_content (used to differentiate similar content or links). Only source, medium, and campaign are required.

Inconsistent UTM naming is the number one cause of messy analytics data. “Facebook” vs “facebook” vs “fb” creates three separate entries in your reports. MissingLinkz automatically sanitizes all parameter values to lowercase, hyphenated format — ensuring your campaign data stays clean and consistent across your entire team.

Yes. MissingLinkz includes a CLI tool (installed via npm install -g missinglinkz) and an MCP server that works with Claude, Cursor, and other AI agents. You can generate UTM links programmatically in CI/CD pipelines, marketing automation workflows, or directly from your AI assistant.

Yes, the web-based UTM builder is completely free with no signup required. The CLI tool also has a free tier with up to 50 links per month. For teams and agencies that need more volume, campaign storage, and collaboration features, paid plans are available.