A UTM link for HubSpot is a normal destination URL with utm_source, utm_medium, and utm_campaign appended as query parameters so HubSpot's traffic sources report can attribute the visit to a specific campaign. To create a UTM link in HubSpot using a browser-based tool, paste the full destination URL, enter the campaign source, medium, and name, then build the result and copy it back into a HubSpot email, CTA, landing page block, social post, or QR code. The UTM Link Builder handles that workflow without sending the destination URL or your labels to a server. It also keeps any pre-existing query parameters and the URL fragment intact, which matters when a HubSpot landing page already carries values such as gclid, language selectors, or a referral marker. Because the tool works in the browser, you can prepare a tagged URL outside HubSpot's UI and paste it into whichever HubSpot asset you are working on — a marketing email link, a button CTA, a social share field, or a redirect rule.

create utm link in hubspot
Create a UTM Link in HubSpot in Your Browser

HubSpot offers its own tracking URL builder inside the marketing tools, and it works well for simple campaigns that start from a fresh destination URL. Many HubSpot users, however, run into three situations where a browser builder is the more practical path:

  • The destination URL already carries query parameters that a HubSpot form would overwrite, strip, or scramble.
  • The campaign sits across more than one HubSpot asset, and the team wants one tagged URL they can paste into an email, a CTA, a social post, and a redirect without rebuilding it four times.
  • The marketer prefers to type campaign labels in a focused form rather than inside HubSpot's modal, especially when the labels follow a documented naming policy.

None of these situations require leaving the HubSpot ecosystem. The browser builder produces a regular HTTPS URL with UTM parameters appended, and HubSpot accepts that URL in any place that accepts a hyperlink — email body, CTA button, social scheduler field, page link, or a redirect under URL redirects. The result is a normal link HubSpot treats like any other.

Inputs the builder expects for a HubSpot campaign

Before opening the builder, gather three pieces of information for every HubSpot campaign link you intend to publish:

  1. Destination URL — the full address of the HubSpot landing page, blog post, knowledge article, or external page the link should land on. Use the complete https:// address, not a HubSpot relative path such as /landing/spring-promo.
  2. Source, medium, and campaign labels — short, recognizable strings your HubSpot reporting team already understands. Google Analytics traffic-source guidance treats these three as the core manual-campaign fields, so the builder requires them.
  3. Optional term and content — useful when you run paid keyword variants, differentiate two creatives, or split test email subject lines that drive to the same page.

Term and content are skipped when the field is left blank, which keeps the final link shorter and prevents accidental label variations. Spaces in a campaign term are converted into a normal URL-encoded representation, so a label such as "spring promo" can be entered as written without manually escaping the space.

With the destination URL and campaign labels ready, the build itself takes only a few clicks:

  1. Paste the full destination URL into the URL field. The URL might already carry parameters such as ref=homepage or language=en, and that is fine. The full https:// address with the path is required — relative paths, mailto: links, file-transfer schemes, and signed or pre-signed URLs are rejected.
  2. Enter utm_source, utm_medium, and utm_campaign in the matching fields. A common shape for a HubSpot email blast is hubspot, email, and spring-promo. Add utm_term or utm_content only when your reporting convention calls for them — leaving a field blank means the builder omits that parameter entirely instead of writing an empty value.
  3. Click Build, review the result, and copy the URL. The finished link keeps the original path, the fragment, and any unrelated query parameters, then appends the three required UTM keys. Confirm those pre-existing parameters are still present, then paste the link into your HubSpot email, CTA, social post, or redirect rule.

If the destination URL already contains older UTM values from a previous campaign, the builder removes only those five keys and inserts the new ones. The path, the fragment, and every other query parameter stay where they are, so you can refresh a link without rewriting the underlying destination address by hand.

Where the generated URL fits inside HubSpot

Once the tagged URL is in your clipboard, HubSpot treats it like any other link. The most common places to paste it are:

  • Marketing emails — drop the URL into a text link, image link, or button module. HubSpot's email reporting merges its own open and click data with the UTM-tagged destination hits so the campaign appears in traffic sources alongside HubSpot's internal email metrics.
  • CTAs and smart content — replace the CTA's click-through URL with the tagged version so the CTA's own performance record carries the same UTM labels as the rest of the campaign.
  • Landing pages and site pages — use the tagged URL when linking from navigation menus, in-page buttons, or thank-you pages so cross-page traffic keeps its campaign label across the visit.
  • Social posts — paste the tagged URL into LinkedIn, Facebook, X, or any scheduler HubSpot connects to through the social tool.
  • URL redirects — under URL redirects, add a redirect whose destination is your tagged campaign link so legacy paths or short links inherit the campaign attribution when followed.

If a shorter public-facing link is needed for print, a QR code, or a partner placement, run the tagged URL through a trusted redirect or short-link service only after you have verified that the service preserves the query string. Some shorteners strip query parameters, which would erase the UTM tags just added and leave HubSpot unable to attribute the click.

Common label formats for HubSpot campaigns

Teams choose their own naming policy, and the builder preserves whatever text you supply after trimming outer whitespace rather than enforcing a taxonomy. The table below shows the label shape most HubSpot marketers use. Pick a format, document it, and keep it consistent so HubSpot's traffic sources report groups results the way you expect.

HubSpot placement utm_source utm_medium utm_campaign
Marketing email blast hubspot or newsletter email spring-launch
Paid search ad google or bing cpc brand-q2
Organic social post facebook, linkedin, or x social product-update
Partner blog mention partner-domain referral co-marketing
Print QR code on event booth print-qr offline event-booth

Lowercase, snake-case, kebab-case, or any other convention your team prefers is accepted as written. What matters is consistency — if one email blast uses utm_source "hubspot" and the next uses "HubSpot", HubSpot will treat them as two separate sources in the report.

When a campaign updates — for example, a new creative, a new keyword group, or a second send to a different segment — paste the existing tagged URL back into the builder, replace the five UTM fields, and rebuild. The tool removes the old utm_source, utm_medium, utm_campaign, utm_term, and utm_content values from the URL and inserts the new ones, while leaving the path, fragment, and any unrelated parameters such as gclid or a language code untouched. That removes the need to copy the destination URL out of HubSpot, rebuild the campaign from scratch, and re-paste the result back into every asset that used the old link.

For a longer-running campaign, store the campaign record — destination URL, source, medium, name, term, content, and the date the link went live — in a spreadsheet, a HubSpot custom object, or a notes file outside the URL itself. Query parameters are easy to copy and easy to lose track of; keeping a written record makes audits and rollups easier later, especially when several team members are creating links for the same campaign. Avoid putting names, email addresses, phone numbers, account numbers, or other personal information in any UTM field, since query parameters can appear in browser history, referral logs, analytics systems, and shared links.

Privacy and limits of the browser builder

The builder runs entirely in the browser using the browser's URL API. The destination URL and the labels entered are not uploaded, logged, or sent to a server. That matters when a HubSpot landing page is still in draft, when a campaign URL contains a private path, or when a team's policy treats campaign labels as internal data rather than something to share with a third-party service.

The builder is also intentionally narrow. It accepts only full http:// or https:// web URLs. Relative paths, mailto: links, file-transfer schemes, and signed or pre-signed URLs are rejected because the browser's URL normalizer can rewrite query encoding in ways that break a signature or break a non-web protocol. The result is a constructed URL, not a test of HubSpot analytics: the tool does not check whether a HubSpot tracking property exists, whether auto-tagging is active, whether a redirect preserves the parameters, whether consent banners will fire, or whether a click will be attributed to a specific report. Open the link in the browser, confirm the destination page loads with the UTM parameters still in the address bar, and check a HubSpot traffic sources view before relying on the link for a paid placement.

For a broader look at building UTM links specifically for HubSpot campaigns, the related Create UTM Links for HubSpot Campaigns guide covers HubSpot's native tracker alongside this kind of browser workflow.

If you're weighing options, How to Use a UTM Link Builder: A Step-by-Step Walkthrough covers this in detail.