UTM builder: campaign URL builder for GA4
Add UTM parameters to any link so Google Analytics 4 and other tools show exactly which campaign, ad or email brought each visitor. Fill in the source, medium and campaign, and the tagged link appears as you type, with the GA4 channel it will be counted in and warnings for common mistakes. Paste an existing tagged link to edit it.
Free · No sign-up
How to use it
- Paste the website URL people should land on.
- Choose a quick start preset or type the campaign source, medium and name.
- Check the GA4 channel and the warnings, then copy the link, open it to test, or make a QR code.
- To tag several pages, open Tag many links at once and paste one URL per line.
Why use this tool
GA4 channel preview
See whether a link will count as Paid Search, Organic Social, Email or Unassigned before you share it.
Mistake checks
Warnings for missing source, capital letters, spaces, special characters and duplicate UTM tags.
Edit tagged links
Paste a link that already has UTM tags and the fields fill in, ready to change.
All GA4 parameters
Source, medium, campaign, ID, term and content, plus source platform, creative format and marketing tactic.
Bulk tagging
Tag up to 500 links with the same values and download them as a CSV.
QR code and history
Turn the link into a QR code for print, and keep recent links in this browser.
What UTM parameters are
UTM parameters are short tags added to the end of a URL, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale. When someone clicks the link, analytics tools like Google Analytics 4 read the tags and record where the visit came from. The page itself doesn't change.
Without tags, a click from an email app or a chat message often shows up as direct traffic, and you can't tell which campaign worked.
The UTM parameters
| Parameter | What it means | Example |
|---|---|---|
| utm_source | The site, app or list that sent the visit | google, newsletter, facebook |
| utm_medium | The type of channel | cpc, email, social |
| utm_campaign | The promotion or campaign | spring-sale-2026 |
| utm_id | Campaign ID for imported cost data | abc-123 |
| utm_term | Paid search keyword | running shoes |
| utm_content | Which ad or link was clicked | banner-blue |
UTM tagging best practices
- Use lowercase everywhere. GA4 is case sensitive, so Email and email become two rows.
- Use standard mediums such as cpc, email, social, referral and affiliate so GA4 puts visits in the right channel.
- Pick one word separator, such as hyphens, and stick to it.
- Never tag links between pages of your own site. A new UTM value starts a new session and hides the original source.
- Keep a shared list of the values your team uses.
How GA4 chooses the channel
GA4 puts each visit into a default channel group, such as Paid Search or Organic Social, using the source and medium. A paid medium such as cpc with a search engine source becomes Paid Search, while the same medium with a social network becomes Paid Social. A medium GA4 doesn't recognise lands in Unassigned. This tool follows Google's published rules, but the list of sites Google uses is longer, so treat the preview as a guide.
Frequently asked questions
What is a UTM builder?
A UTM builder adds tracking parameters such as utm_source, utm_medium and utm_campaign to a URL, so analytics tools can report where each visit came from.
Which UTM parameters are required?
Only utm_source is strictly needed for GA4 to use the tags, but you should always add utm_medium and utm_campaign as well. The others are optional.
Do UTM parameters affect SEO?
No. Search engines ignore them for ranking. Use them on links you share elsewhere, and not on links inside your own site.
Why does my traffic show as Unassigned in GA4?
Usually because the medium isn't one GA4 recognises, such as qr or flyer. Use a standard medium like referral, email or social, and put the detail in utm_source or utm_content.
Are UTM parameters case sensitive?
Yes. GA4 shows Facebook, facebook and FACEBOOK as three sources. Keep the lowercase option on to avoid this.
Is my data sent anywhere?
No. The links are built in your browser, and saved links stay in this browser only.
Related tools
Need something built?
Tell us what you want to create.
Tell us what you need built, from a simple website to a complete app, AI solution, automation, or custom system.