Free tool

UTM builder.

Fill in the form and copy the tagged link. It runs in your browser, nothing is sent anywhere, and it warns you about the four things that quietly ruin UTM reporting: mixed case, spaces, a source that repeats the medium, and tagging your own internal links.

Start from a preset

The page you are sending people to. Not an internal link.

Where the link lives: reddit, hackernews, newsletter, google.

The kind of traffic: social, email, cpc, referral.

What this push is called. Keep it stable across every link in the campaign.

Paid keyword. Only useful for search ads.

Which variant of the link this is, when two links point to the same place.

Optional identifier, if you reconcile against an ad platform.

Your tagged URL

https://ripples.sh/?utm_source=reddit&utm_medium=social&utm_campaign=launch
Open

Reference

The medium values worth standardising on.

Sources can be anything. Mediums should be one of about six values, used the same way every time, or your channel report turns into a list of near-duplicates.

Standard utm_medium values and when to use each
Medium Use it for Typical sources
cpc Paid search and paid social clicks Google Ads, Bing Ads, paid X
social Unpaid posts and comments Reddit, X, LinkedIn, Bluesky
email Anything sent to an inbox Newsletter, lifecycle email, cold outreach
referral Links from another site A directory, a blog, a partner
affiliate Partner links you pay commission on Affiliate programme
display Banner and display placements Sponsorships, retargeting banners

Questions

UTM tagging, answered.

What is a UTM parameter?
A UTM parameter is a tag added to the end of a link so your analytics can tell where a visitor came from. There are five: utm_source (where, such as reddit), utm_medium (what kind of link, such as social), utm_campaign (which campaign), utm_term (a paid keyword) and utm_content (which variant of the link). Only source, medium and campaign are worth using consistently.
Are UTM parameters case sensitive?
Yes, and this is the most common way UTM reporting breaks. Reddit, reddit and REDDIT are three separate sources in every analytics tool. Pick lowercase, use it everywhere, and leave the lowercase option in this builder switched on.
What is the difference between utm_source and utm_medium?
Source is the specific place the link was posted: reddit, hackernews, our-newsletter, google. Medium is the category of traffic: social, email, cpc, referral, affiliate. A useful test is that many sources share one medium. Reddit and X are both social; Google Ads and Bing Ads are both cpc.
Should I put UTM parameters on internal links?
No. Tagging a link between two pages of your own site starts a new session in most analytics tools and overwrites the real source that brought the visitor. It is the fastest way to turn a Hacker News visit into a self-referral. Use UTMs only on links that live somewhere else.
Do UTM parameters affect SEO?
They can, if the tagged URLs get indexed and split ranking signals across duplicates. A canonical tag on the untagged version solves it, and most sites already have one. UTMs on links you post yourself are not a ranking problem in practice.
Is this UTM builder free?
Yes, completely. It runs entirely in your browser, nothing you type is sent to us or to anyone else, and there is no signup or email step.

Tagging links is the easy half. The hard half is knowing which of those tagged links produced customers who were still paying three months later. That is what Ripples does. One script tag, your billing provider and your Google Ads account, and these numbers are computed from real data instead of typed in from memory.

See how that works

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See where your tagged links actually end up.

One script tag. Free until $1K MRR. No credit card.