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SEO

UTM Builder

This UTM builder adds campaign tags to any link so Google Analytics 4 can tell where visitors came from. Enter the destination URL, then fill in source, medium and campaign, plus campaign ID, term, content and the newer GA4 parameters when you need them. Presets for Google Ads, Facebook, Instagram, LinkedIn, YouTube, WhatsApp, email, SMS and more set a source and medium pair that GA4 sorts into the right channel. Values can be lowercased and spaces swapped for underscores automatically. Shorten the result, make a QR code, save links in this browser, tag a whole list of URLs from a CSV, or build a Google Play campaign link for an app.

Always freeNo sign upRuns in your browser

Existing query parameters and #anchors are kept.

Quick presets (source / medium)

newsletter / email lands in the GA4 channel Email.

Where the click comes from: google, newsletter

The channel type: cpc, email, social

e.g. spring_promo

Links the traffic to cost data you import into GA4

Paid keyword

Tells two ads or links apart, e.g. banner_a

More GA4 parameters (optional)

utm_source_platform, e.g. search_ads_360

utm_creative_format, e.g. video

utm_marketing_tactic, e.g. remarketing

https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_promo

How to use

01

Enter the destination URL

Paste the full landing page address, starting with https://. Existing query parameters and #anchors are kept. For many links, open the Bulk tab; for an Android app, open Google Play app.

02

Pick a preset or fill in the tags

Click a preset such as Google Ads or Email newsletter to set source and medium, then type a campaign name. Leave Force lowercase and Replace spaces ticked to keep GA4 reports tidy.

03

Copy, shorten or share

Press Copy next to Tracked URL, or click Shorten for a short link and QR code for a printable code. Save keeps the link in this browser, and the Bulk tab downloads every tagged link as CSV.

Why UTM Builder

GA4 default channels for common UTM tags

GA4 sorts sessions into default channels using rules on source and medium. The pairs below show where common tags land. The Paid Search and Paid Social rules also check that the source is a known search engine or social network, so cpc with an unknown source falls into Paid Other. A campaign name containing shop or shopping can move paid traffic into Paid Shopping. Check new tags in the GA4 Traffic acquisition report a day or two after launch to confirm they land where you expect.

utm_sourceutm_mediumGA4 channel
googlecpcPaid Search
facebookpaid_socialPaid Social
instagramsocialOrganic Social
whatsappsocialOrganic Social
newsletteremailEmail
smssmsSMS
partner_nameaffiliateAffiliates
any sitedisplay or bannerDisplay
any sitereferralReferral
any siteblast (not a standard medium)Unassigned

Common questions

Which UTM parameters does GA4 treat as required?
Google's own Campaign URL Builder marks only utm_source as required, but links without utm_medium and utm_campaign give reports you cannot segment. Treat all three as required, as this form does, and add term and content only when you will filter by them.
What's the difference between utm_source and utm_medium?
Source is where the click came from, a specific site or platform like google, facebook or your newsletter. Medium is the type of channel, like cpc, email or social. GA4 groups traffic by the pair, so facebook with paid_social is paid social traffic, while facebook with social is organic.
When should I fill in utm_term and utm_content?
Term usually holds the paid search keyword, and content tells apart two links or creatives pointing at the same page, like banner_a and banner_b. Both are optional in the tool and in GA4. Skip them unless you will actually filter reports by them.
How does the UTM builder encode spaces and special characters?
Values are added with the browser's URL tools, so characters such as & and # are percent-encoded. With Replace spaces with underscores ticked, spaces become underscores; untick it and they are encoded as a plus sign, and the tool warns you. GA4 reads either form, but underscores keep reports easier to read.
Should UTM values always be lowercase?
Yes, because GA4 is case sensitive: Email, email and EMAIL show up as three separate rows. Force lowercase values is ticked by default, so the tracked link is lowercase whatever you type. Untick it only if your team relies on capitals, and the tool then warns you about them.
Which utm_medium puts traffic in GA4's Paid Social channel?
Use a social source, such as facebook or instagram, with a medium that GA4 treats as paid, for example paid_social, cpc or ppc. The Facebook ads preset uses facebook and paid_social. With the medium social, the same source counts as Organic Social instead.
Why does my campaign traffic show as Unassigned in GA4?
GA4 uses Unassigned when a source and medium pair matches none of its default channel rules. A made-up medium such as blast or promo is a common cause. Use the standard mediums in the presets, such as cpc, email, social, sms or affiliate, and the traffic lands in a named channel.
Can I put UTM parameters on internal links?
No. When a visitor clicks an internal link with utm tags, GA4 credits the visit to your internal tag instead of the campaign that really brought them. Keep UTM tags for links outside your site: emails, ads, social posts and partner pages.
Why is the UTM builder showing an error instead of a tracked URL?
The destination URL cannot be read yet, usually because https:// is missing at the start. The message in the output box says what is wrong. Fix the address and the tracked link appears straight away. In the Bulk tab, each line that cannot be read shows its own error.
Where does the UTM builder keep saved links, and how do short links work?
Saved links stay in your browser's local storage on this device, up to 20 of them, and nobody else can see them. Clear all removes them. Shorten sends the tagged URL to our link shortener and returns a short address that redirects to it; the same URL always gets the same short link. The QR code is drawn in your browser.

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