UTM Builder & Campaign URL Generator
Build UTM-tagged campaign URLs in seconds — with live GA4 default channel-group prediction, 9 platform presets, case-folding and URL history. No signup, nothing tracked, nothing sent to a server.
UTM Builder
Build campaign URLs with live GA4 channel prediction
What is a UTM parameter?
A UTM parameter (short for Urchin Tracking Module) is a small tag you add to the end of a URL to tell Google Analytics where a visitor came from. When someone clicks a tagged link, GA4 reads the parameters and attributes the visit to the correct source, medium, and campaign in your reports.
Without UTMs, GA4 has to guess based on the referrer and document.referrer header — and a lot of paid traffic, email clicks, dark-social shares, and in-app browser visits guess wrong, ending up in Direct or Unassigned. UTM tagging is the most reliable way to keep your attribution clean.
Read the deeper primer on what UTM parameters are, or use the builder above for instant tagged URLs.
The 5 UTM parameters & when to use each
| Parameter | Purpose | Required? | Example |
|---|---|---|---|
utm_source |
The specific platform or website | ✓ Yes | google · facebook · newsletter |
utm_medium |
The marketing channel category | ✓ Yes | cpc · email · social · referral |
utm_campaign |
Your campaign or promo name | Recommended | spring_sale · q1_launch |
utm_content |
Ad variant or link placement | Optional | header_cta · banner_blue |
utm_term |
Paid-search keyword | Optional | analytics_tool · ga4_audit |
Deeper dives: utm_source · utm_medium · attribution
UTM presets that match GA4's channel rules
Copy-paste-ready combinations that map cleanly to GA4 Default Channel Groups — so your traffic doesn't end up under "Unassigned".
| Platform | utm_source | utm_medium | GA4 channel |
|---|---|---|---|
| Google Ads | cpc | Paid Search | |
| Meta Ads | paid_social | Paid Social | |
| LinkedIn Ads | cpc | Paid Social | |
| TikTok Ads | tiktok | paid_social | Paid Social |
| YouTube Ads | youtube | cpc | Paid Video |
| Email newsletter | newsletter | ||
| Organic social | twitter / threads | social | Organic Social |
| Affiliate | partner_name | affiliate | Affiliates |
| Display ads | network_name | display | Display |
Need to verify? Use the Channel Group Predictor to test any combination.
5 UTM mistakes that ruin your attribution
× Mixing case between links
UTM values are case-sensitive — Facebook and facebook become two separate sources. Always use lowercase. The builder enforces this by default.
× Tagging internal links
When a visitor clicks an internal UTM-tagged link, GA4 starts a new session and overwrites the original campaign attribution. Only tag external links — emails, social posts, paid ads, partner sites.
× Inventing custom mediums
Using paidsearch instead of cpc, or fb instead of paid_social, drops your traffic into "Unassigned". Stick to GA4's default-channel-group keywords.
× Skipping utm_medium
If utm_source is set but utm_medium is empty, GA4 may classify the visit as Direct — losing the attribution entirely. Both are required fields.
× Forgetting URL encoding
Spaces and special characters in UTM values break the URL. Use dashes or underscores (spring_sale) — the builder handles encoding automatically.
Common UTM questions
What is a UTM parameter?
A UTM parameter is a tag added to the end of a URL that tells Google Analytics where the visitor came from. The five standard parameters are utm_source (the platform), utm_medium (the channel type), utm_campaign (the marketing initiative), utm_content (ad variant), and utm_term (paid search keyword).
Are utm_source and utm_medium required?
Yes — both are required for GA4 to classify the traffic correctly. utm_campaign is recommended; utm_content and utm_term are optional but useful for A/B testing and paid search.
Should UTM values be lowercase?
Yes. UTM values are case-sensitive in GA4, so "Facebook" and "facebook" become two separate sources in your reports. Stick to lowercase and use dashes or underscores instead of spaces.
Should I tag internal links with UTMs?
No. Tagging internal links overwrites the original campaign attribution and starts a new session. Use UTMs only on external links — emails, social posts, paid ads, partner sites.
How does GA4 use UTM parameters to assign a channel?
GA4 reads utm_source and utm_medium and matches them against its Default Channel Group rules. For example, utm_medium=cpc + a search-engine source becomes "Paid Search"; utm_medium=email becomes "Email"; utm_medium=social becomes "Organic Social". Mismatched values fall into "Unassigned".