Free UTM Builder
Paste a link, fill in source, medium and campaign, and get a clean UTM-tagged URL for Google Analytics 4. Presets for common channels, and checks for the mistakes that split or lose your campaign data.
UTM builder: tag your campaign link
Quick presets
Where the click comes from: google, newsletter, linkedin
The type of channel: cpc, email, social, referral
The promotion or launch: spring_sale, product_launch
Optional. Paid search keyword
Optional. Which ad or link: header_button, blue_banner
Optional. Your ad platform campaign ID
Your tagged URL
Enter a URL and the three required fields to build your link.
UTM naming rules that keep reports clean
One spelling per value, all lowercase
UTM values are case-sensitive, so "Facebook" and "facebook" become two sources. Write a short list of the source and medium values your team uses and reuse it on every link.
Use mediums GA4 recognizes
GA4 builds its default channels (Paid Search, Email, Organic Social and others) from source and medium. Standard mediums such as cpc, email, social, paid_social, referral, display and affiliate keep visits out of Unassigned.
Tag links coming in, never links inside your site
Put UTM tags on ads, emails, social posts, partner links and QR codes. A tag on an internal link starts a new session and overwrites the real source of the visit.
How to build a UTM link
Paste your landing page
Enter the page people should land on, then pick a preset or type source, medium and campaign yourself.
Fix the flags
Fill the required fields, keep values lowercase, and change any medium GA4 would file under Unassigned.
Use it and check it
Copy the link into your ad, email or post. After a test click, check GA4 Realtime or Traffic acquisition for your source and medium.
Want the visits you tag to come from AI answers too? Read our guides on answer engine optimization and generative engine optimization.
Frequently asked questions
UTM parameters are tags you add to the end of a link, 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 five classic tags are utm_source, utm_medium, utm_campaign, utm_term and utm_content; GA4 also reads utm_id.
Use source, medium and campaign on every tagged link. Source says where the click came from (google, newsletter), medium says the type of channel (cpc, email, social) and campaign names the promotion. Term and content are optional: term is for paid search keywords and content tells apart two links or ads in the same campaign.
Yes. GA4 treats "Email", "email" and "EMAIL" as three different values, which splits one channel into several rows in your reports. Pick lowercase for everything and stick to it. This builder lowercases values by default.
GA4 sorts visits into default channels (Paid Search, Email, Organic Social and so on) using the source and medium values. If your medium is something it does not recognize, such as "newsletter_link", the visit can land in Unassigned. Use standard medium values like cpc, email, social, paid_social, referral, display or affiliate.
No. A UTM tag on a link from one page of your site to another tells analytics that a new visit started from that campaign, so the real source (for example Google search) is overwritten. Use UTM tags only on links that point to your site from somewhere else: ads, emails, social posts, partner sites, QR codes.
Yes. It is free, needs no signup, and runs entirely in your browser. The URLs and values you type are never sent to a server or stored. Close the tab and they are gone.
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