Free template

Free UTM tracking template

Build clean, consistent tracking links for every ad, email, social post and QR code, and keep a record of every link your team creates.

Quick answer

This free UTM tracking template builds tagged links for you. Enter the page URL, source, medium and campaign, and the sheet creates a clean, lowercase link with dashes instead of spaces. Dropdowns keep your team on approved values, and a check column flags mistakes like a missing https:// or an unapproved source. It includes room for 200 links, naming rules and a print and direct-mail example, and works in Excel and Google Sheets with no email required.

Inside the template

What’s in the file

Every tab is built with live formulas, so you type in a few numbers and the rest calculates. Peach cells are the ones you fill in.

growfaster-utm-tracking-sheet.xlsx
SourceMediumCampaignFinal linkCheck
googlecpcFall Tune Up 2026example.com/hvac-tune-up?utm_source=google&utm_medium=cpc&utm_campaign=fall-tune-up-2026OK
facebookpaid_socialFall Tune Up 2026example.com/hvac-tune-up?utm_source=facebook&utm_medium=paid_social&utm_campaign=fall-tune-up-2026OK
newsletteremailOctober Newsletterexample.com/offers?ref=nl&utm_source=newsletter&utm_medium=email&utm_campaign=october-newsletterOK
postcarddirect_mailFall Mailer 2026example.com/?utm_source=postcard&utm_medium=direct_mail&utm_campaign=fall-mailer-2026OK
UTM BuilderListsNaming rulesStart here
Example rows from the template.

UTM Builder

One row per link with date, owner, page URL, source, medium, campaign, content and term. The final link and a quality check build themselves.

Lists

Your approved sources and mediums. Add rows to grow the dropdowns.

Naming rules

Nine simple rules that keep your analytics clean, like always using lowercase and never tagging links between your own pages.

Start here

Instructions, the color key and what each UTM tag means.

How to use it

Five steps. About ten minutes.

Works in Microsoft Excel, Google Sheets (upload it to Google Drive and open it with Sheets) and Apple Numbers.

  1. 01

    Add the page URL

    Paste the full page address you’re sending people to, starting with https://.

  2. 02

    Pick source and medium

    Choose from the dropdowns, for example google and cpc, facebook and paid_social, or postcard and direct_mail.

  3. 03

    Name the campaign

    Use the offer plus the season or year, such as Fall Tune Up 2026. The sheet turns it into fall-tune-up-2026.

  4. 04

    Add content or term if needed

    Use content to tell versions apart (video-a, qr-front) and term for paid keywords.

  5. 05

    Copy the final link

    Check that the Check column says OK, then copy the link from the Final link column into your ad, email or QR code generator.

Consistency matters more than perfection

Analytics tools treat “Facebook”, “facebook” and “fb” as three different sources. One shared sheet with dropdowns stops that before it starts.

Track print and direct mail too

Point postcard QR codes and short links at a tagged URL (source postcard, medium direct_mail) and offline campaigns show up in your reports next to everything else.

Never tag internal links

UTM tags on links between your own pages overwrite how the visitor originally found you. Use them only on links that live outside your website.

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FAQ

Frequently asked questions

Straight answers. Have a question that isn’t here? Ask it on a quick call.

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What is a UTM code?

A UTM code is a set of tags added to the end of a link (utm_source, utm_medium, utm_campaign and optionally utm_content and utm_term). They tell analytics tools like Google Analytics where a visitor came from.

Which UTM parameters are required?

Use source, medium and campaign on every link. Content and term are optional: content separates versions of an ad or button, and term records a paid keyword.

Should UTM codes be lowercase?

Yes. Analytics tools are case-sensitive, so mixed capitals split one source into several. This template converts everything to lowercase automatically.

Do I need UTM codes on Google Ads?

Google Ads can tag links automatically with auto-tagging, which works with Google Analytics. Keep auto-tagging on and use UTM codes for other platforms, emails, social posts and print.

How do I track QR codes and direct mail?

Build a tagged link with source set to postcard or flyer and medium set to direct_mail or print, then create the QR code from that link.

Does this work in Google Sheets?

Yes. Upload the file to Google Drive and open it with Google Sheets. The link builder, dropdowns and checks all keep working.

Can GrowFaster set up tracking for me?

Yes. Tracking and reporting are part of the GrowFaster marketing department for $1,997/month, so every call, form and sale is tied back to the channel that produced it. Book a Free Assessment to start.

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