Lessstack

Links & presence

Free UTM builder for campaign links

Use the free UTM builder below to tag any URL with utm_source, utm_medium, utm_campaign, utm_content and utm_term, with no account needed. In the Lessstack dashboard the same builder is attached to your short links, and the redirect adds the tags to the destination. One clean link carries the full campaign attribution.

Free UTM builder: no signup

Your campaign URLFill in the URL and tags above.

Long tagged URLs look messy in posts and print. With a free Lessstack account you can put these tags on a short link with a click count, and turn it into a QR code.

Who it's for

  • Small businesses running Instagram, newsletter, or flyer campaigns
  • Marketers who want consistent UTM naming without a spreadsheet
  • Anyone who uses Google Analytics or a similar tool to measure traffic

How it works

  1. Create or open a short link in the dashboard.
  2. Fill in the UTM fields you need — source, medium, campaign, and optionally content and term.
  3. Share the short link; visitors land on the destination with the UTM tags appended.

What each UTM parameter is for

UTM parameters are tags on the end of a URL. Google Analytics 4, Matomo, Plausible and most other analytics tools read them to tell you where a visit came from.

  • utm_source: who sent the visit (instagram, newsletter, google, flyer).
  • utm_medium: the type of channel (social, email, cpc, print, qr).
  • utm_campaign: the promotion or reason (spring-sale, launch, black-friday).
  • utm_content: optional, tells apart two links in the same post or email (header-button, footer-link).
  • utm_term: optional, mostly for paid search keywords.

UTM examples you can copy

  • Instagram bio: utm_source=instagram&utm_medium=social&utm_campaign=bio
  • Newsletter: utm_source=newsletter&utm_medium=email&utm_campaign=october-update
  • Flyer QR code: utm_source=flyer&utm_medium=qr&utm_campaign=summer-market
  • Partner shout-out: utm_source=partner-name&utm_medium=referral&utm_campaign=launch

Naming rules that keep reports clean

Analytics tools treat every spelling as a separate value. "Instagram", "instagram" and "IG" end up as three sources. Write your allowed values down once and stick to them: lowercase, hyphens instead of spaces, no dates in the source.

In Google Analytics 4, the medium decides the default channel. email goes to Email, and social, social-network, social-media or sm go to Organic Social. A value GA4 doesn't recognise, such as print or qr, shows as Unassigned. That's fine if you know to look for it, or you can add a custom channel group.

UTM builder vs. UTM tags on a short link

A plain UTM builder gives you a long URL. That works in an email button but looks messy in an Instagram caption and is hard to fit on a printed flyer. In Lessstack the tags live on a short link instead. People see lessstack.com/s/spring, the redirect adds the tags, and you can fix a typo in a tag after you've shared the link.

Frequently asked questions

What are UTM parameters?
UTM parameters are query-string tags such as utm_source and utm_campaign that analytics tools read to tell you which campaign sent a visit.
Will the UTM tags show in my short link?
No. The short link stays clean; the tags are added to the destination URL when the visitor is redirected.
Do I need a separate UTM tool?
No. The builder is part of every Lessstack short link.
Is this UTM builder free?
Yes. The builder on this page is free and needs no account; the URL is built in your browser. Saving tagged short links with click counts needs a free Lessstack account.
Which UTM parameters are required?
None are technically required, but Google Analytics expects utm_source, utm_medium and utm_campaign together. utm_content and utm_term are optional.

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