UTM Builder

Create campaign links for Google Analytics in seconds. This free UTM builder adds source, medium and campaign tags to any URL, cleans up capital letters and spaces, warns you about common mistakes and shows which GA4 channel the visits will land in.

How to build a UTM link

1. Paste the page you want to link to.
2. Pick a preset or type the source and medium.
3. Name the campaign, for example black-friday-2026.
4. Add term, content or campaign ID if you need them.
5. Copy the finished URL and use it in your ad, email or post.

UTM parameters explained

How GA4 sorts your UTM links into channels

Google Analytics 4 uses your source and medium to put each visit into a channel. The builder shows the likely channel as you type, based on GA4’s default channel group rules.

UTM best practices

• Use lowercase everywhere. “Facebook” and “facebook” become two rows in your reports.
• Use dashes, not spaces. Spaces turn into %20 and are easy to mistype.
• Agree on names. Keep a short list of sources and mediums your team uses.
• Never tag internal links. A UTM link inside your own site starts a new session and hides the real source.
• Don’t use “organic” or “referral” as a medium for campaigns. Google uses those for its own traffic types.
• Use utm_content for A/B tests. Give each ad or button version its own value.

UTM links for publishers

Publishers use UTM links to measure newsletters, social posts and sponsored campaigns. When you sell a sponsored article or a banner campaign, give the advertiser a tagged link so they can see the traffic you sent. Learn more about paid formats in native advertising examples, check standard creatives in banner ad sizes, and explore all our free tools.

Frequently asked questions

What are UTM parameters?

UTM parameters are tags you add to the end of a link, such as ?utm_source=newsletter&utm_medium=email. When someone clicks the link, Google Analytics and other tools read the tags and record where the visit came from.

Which UTM parameters are required?

Use at least utm_source, utm_medium and utm_campaign. Without all three, Google Analytics may put the visit in the wrong channel or show it as “(not set)”. utm_term, utm_content and utm_id are optional.

Are UTM parameters case-sensitive?

Yes. Google Analytics treats “Email” and “email” as different values. That is why this UTM builder turns everything into lowercase by default.

Do UTM parameters hurt SEO?

No, as long as you use them on links in ads, emails and social posts. Don’t add UTM tags to internal links on your own site, because they overwrite the original source of the visit.

Which medium should I use for social media?

Use “social” for unpaid posts and “paid_social” or “cpc” for ads. Google Analytics 4 then sorts the visits into Organic Social or Paid Social.

Is my data saved?

No. The links are built in your browser. If you click Save to history, the link is stored only in your own browser.