The UTM builder makes tracking links for ads and posts: pick a platform and the tags and dynamic parameters fill in, while the check tells you what to fix so your analytics report doesn't fall apart.
The link is built in your browser and sent nowhere
They are parameters at the end of a link — utm_source, utm_medium, utm_campaign and two more — that tell Google Analytics, Yandex Metrica and other counters where a visitor came from. Without them, visits from Telegram, newsletters, messengers and QR codes often land in “direct” traffic: the browser does not pass the referring address, so the report cannot tell them from a typed URL.
Three: utm_source — the site the visit comes from, utm_medium — the kind of traffic (ads, a post, an email, print), and utm_campaign — the campaign or promotion. utm_content and utm_term are optional: the first tells ads, posts and buttons apart within one campaign, the second carries the search keyword. The builder still makes a link without them but warns that reports will be incomplete.
UTM values are case-sensitive and spelling-sensitive: Facebook, facebook and fb are three different sources, and one campaign's visits split across three report rows. The builder lowercases values when you leave a field and warns about non-Latin letters, which turn into %D0%… codes. In batch mode, rows where the same source is spelled differently are highlighted separately.
They are dynamic parameters: the ad platform replaces them with the campaign ID, ad ID, keyword or placement on every click. Yandex Direct uses single curly braces, VK Ads double ones, and Google Ads has its own ValueTrack set such as {campaignid}. In an ordinary post or email nobody replaces the braces, so the builder warns when a parameter is in the wrong place.
Use batch mode: one page address and one campaign for all rows, and each row has its own channel — source, medium, content and term. Add rows from ready presets or paste a table straight from Excel or Google Sheets. Copy all links at once or download a CSV that opens cleanly in Excel. Case mistakes are highlighted row by row.
Yes: the “QR code” button sends the finished link to the QR code generator, where you pick the size and file format. For flyers, posters and packaging there is an “Offline / QR” preset — utm_source=offline and utm_medium=qr — so visits from print show up as a separate row in reports, with the print medium (flyer, business card, stand) in utm_content.