UTM Builder
Tag your ad, email and social links so Google Analytics shows which campaign each visit came from. Free, no signup, and nothing you type leaves your browser.
Enter a page URL to build the link.
Runs in your browser; nothing you enter is sent or stored.
What UTM parameters do
UTM parameters are tags you add to the end of a link. When someone clicks it, Google Analytics reads the tags and files the visit under the source, medium and campaign you chose, instead of lumping it in with "direct" or "referral" traffic. That is how you tell whether the Facebook ad, the newsletter or the influencer post brought the sale.
Google says you should always set utm_source, utm_medium and utm_campaign. Missing ones show up as "(not set)" in your reports.
The fields
- utm_source: where the click comes from, such as facebook, google or newsletter.
- utm_medium: the type of traffic, such as cpc, paid_social, email or affiliate.
- utm_campaign: the promotion, product or slogan, such as spring_sale.
- utm_id: your own campaign ID. Google strongly recommends setting it.
- utm_term: the paid keyword, mostly for search ads.
- utm_content: which ad, image or link was clicked, so you can compare two versions of the same campaign.
Pick mediums Google Analytics understands
GA4 sorts traffic into default channels using the medium (and sometimes the source). If your medium doesn't match, the visit lands in "Unassigned". A few values that match Google's own rules:
- Paid search or paid social: a medium that contains "cp" (cpc, cpm, cpa), or ppc, retargeting, or one that starts with "paid" (paid_social). The source also has to be a search or social site.
- Organic social: social, social-media or sm.
- Email: email.
- Display: display or banner.
- Affiliates: affiliate.
Check Google's "Default channel group" help page before you settle on a naming scheme; the rules change from time to time.
Keep the naming consistent
Values are case sensitive: utm_source=Facebook and utm_source=facebook become two rows in your reports. The builder lowercases values and swaps spaces for underscores by default, which follows Google's advice to use lowercase and a strict naming convention. Write your scheme down once (for example, source = the site, medium = the traffic type, campaign = product_promo) and reuse it.
Where to use them
Use tagged links anywhere you place a link outside your own site: ads on Meta or TikTok, emails, influencer posts, QR codes and partner sites. Links between your own pages don't need tags. For Google Ads, auto-tagging passes campaign details to Google Analytics without hand-tagging every ad.
Privacy
This builder runs entirely in your browser. Nothing you type is sent to our servers or stored.
Once the clicks come in, the free ROAS Calculator tells you whether each campaign is making money.
Sources: Google Analytics Help, URL builders and Default channel group (checked November 2026).
Frequently asked questions
Which UTM parameters are required?
Google Analytics says you should always use utm_source, utm_medium and utm_campaign. The others (utm_id, utm_term, utm_content) are optional but help you split reports further.
Are UTM parameters case sensitive?
Yes. Google Analytics treats utm_source=google and utm_source=Google as different values. Use lowercase everywhere so your reports do not split.
Why is my campaign traffic showing as Unassigned in GA4?
Usually because the utm_medium value does not match any of GA4’s default channel rules. For example, use cpc or paid_social for paid ads and email for newsletters.
Will UTM parameters break my page or SEO?
No. The page loads the same with or without them. Use tagged links for ads, emails and posts on other sites.
Do I need UTM tags on Google Ads?
Usually not. Google Ads auto-tagging passes the campaign details to Google Analytics automatically. Use UTM tags for other platforms such as Meta, TikTok, email and influencer links.
Is the URL I enter stored anywhere?
No. The builder runs entirely in your browser, and nothing you type is sent to our servers.