UTM builder: tag campaign links for GA4
This UTM builder adds campaign tags to any link, so GA4 shows which ad, email or post sent each visit. Fill in the source, medium and campaign, and the tagged URL builds as you type. Copy it, download it as a QR code or find it again in your recent links. Like any UTM generator, it runs in your browser.
Your campaign URL
Recent links kept on this device only
A tagged link tells you where a visit came from. To see whether it turned into an enquiry, set up conversion tracking.
How to use it
- Paste the page you want people to land on.
- Pick a preset, or type the source and medium yourself.
- Name the campaign, and add a term or content value if you are testing more than one ad or link.
- Copy the URL, or download a QR code for print and packaging.
What each tag means
- utm_source is where the visit comes from: google, facebook, newsletter, whatsapp.
- utm_medium is the kind of traffic: cpc, paid_social, email, social.
- utm_campaign is the campaign or promotion: springsale, wintervilla_offer.
- utm_term is optional, usually the paid keyword.
- utm_content is optional, used to tell two links in the same campaign apart, such as two banners in one email.
How GA4 reads your tags
GA4 sorts visits into channels using the source and medium together. A medium that contains cpc, ppc or paid, with a search engine as the source, counts as Paid Search; with a social network as the source, it counts as Paid Social. A medium of email, or a source that says email, counts as Email. A social network as the source, or a medium of social, counts as Organic Social. Traffic that matches none of the rules shows as Unassigned, which is usually a sign of a mistyped medium.
Values are case sensitive, so Facebook and facebook become two rows in your reports. That is why the builder makes everything lowercase unless you turn it off.
A few habits that keep reports clean
- Agree one spelling per source and medium, and write it down.
- Use underscores or hyphens instead of spaces.
- Tag links that bring people to your site from elsewhere. Never tag links between your own pages: that starts a new session and hides where the visit really came from.
- Google Ads tags its own links when auto-tagging is on, so leave Google Ads links untagged unless it is off.
Frequently asked questions
What is a UTM code?
A set of tags added to the end of a link, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. Analytics tools like GA4 read them to report where a visit came from.
Are UTM parameters case sensitive?
Yes. GA4 treats Facebook and facebook as different sources, so a campaign tagged both ways is split across two rows. Keep every value lowercase.
Should I add UTM tags to Google Ads links?
Usually not. With auto-tagging switched on, Google Ads adds its own click ID and GA4 reports the campaign without manual tags. Use UTM tags for Google Ads only if auto-tagging is off.
Do UTM tags affect SEO?
No, as long as you only use them on links from other places, such as ads, emails and social posts. Don't tag links between pages on your own site.
Is anything I type stored?
Nothing is sent anywhere. Your recent links are kept in your own browser so you can find them again, and you can clear them at any time.
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