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UTM Builder

Build campaign URLs with UTM parameters so Google Analytics shows where every visit came from. The UTM builder encodes values correctly, warns about common mistakes, and can tag a whole list of links at once.

Built in your browser. Your links are not uploaded or stored.
Built by · Updated
Tag

Presets

Where the traffic comes from.

The marketing channel.

The promotion or campaign.

Paid search keyword.

Tells two links in the same ad apart.

Needed for GA4 cost data imports.

Tagged URL
–
Parameters in the tagged URL
ParameterValue
Make a QR code for this link

How to use the UTM Builder

  1. Enter the Website URL, or switch Tag to Many URLs and paste one link per line.
  2. Fill in Campaign source, Campaign medium, and Campaign name, or press a preset such as Google Ads and add the campaign name.
  3. Copy the Tagged URL, download the batch list, or press Make a QR code for this link for print material.

How it works

The link is built with the browser's URL and URLSearchParams objects, so every value is percent-encoded correctly. Spaces become %20, and characters such as & or # inside a value can't break the link. What each parameter means:

  • utm_source: who sends the traffic (google, newsletter, facebook).
  • utm_medium: the channel (cpc, email, social, referral).
  • utm_campaign: the campaign or promotion name.
  • utm_term: the paid search keyword.
  • utm_content: tells apart two links or ads in the same campaign.
  • utm_id: a campaign ID, used to join cost data imported into GA4.

Existing query parameters are kept unless you untick Keep the URL's existing query parameters, and a #fragment stays at the end where it belongs.

Examples

  • https://example.com/sale with source newsletter, medium email, campaign spring_sale → https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale.
  • example.com/page?ref=x#top with the Google Ads preset and campaign brand → https://example.com/page?ref=x&utm_source=google&utm_medium=cpc&utm_campaign=brand#top.
  • A campaign typed as Spring Sale gets two warnings: capital letters and a space. spring_sale avoids both.

Recommended values for common channels

Channelutm_sourceutm_medium
Google Adsgooglecpc
Microsoft Adsbingcpc
Facebook adsfacebookpaid_social
Instagram adsinstagrampaid_social
LinkedIn postlinkedinsocial
Email newsletternewsletteremail
Partner sitepartner-namereferral
Printed flyer (QR code)flyerprint

GA4 sorts traffic into default channel groups by these values. "cpc", "email", and "paid_social" land in Paid Search, Email, and Paid Social.

Limitations

  • Don't put UTM tags on links between pages of your own site. Each click starts a new session in Google Analytics and the original source is lost.
  • GA4 treats values as case-sensitive, so Facebook, facebook, and FB show up as three sources. Pick one spelling and stick to it.
  • Google Ads auto-tagging (gclid) already tracks Google Ads clicks. Manual UTM tags there are optional, and GA4 prefers auto-tagging when both are present.

Read the guide

Build UTM links for GA4

Choose UTM values GA4 understands, build tagged links one at a time or as a list, and check each URL's parameters and encoding.

Frequently asked questions

What are UTM parameters?

Tags added to the end of a URL, such as ?utm_source=newsletter&utm_medium=email. Analytics tools read them to report which campaign, source, and channel brought each visitor.

Which UTM parameters are required?

utm_source, utm_medium, and utm_campaign. Google Analytics can attribute a visit without the others, but not without these three.

Should UTM values be lowercase?

Yes. GA4 is case-sensitive, so mixed case splits one source into several rows. Use lowercase and underscores or hyphens instead of spaces.

Do UTM parameters affect SEO?

Not if your pages have a canonical tag pointing to the clean URL, which tells search engines to ignore the tagged copies. Don't use UTM tags in internal links or sitemaps.

How do I add UTM tags to Facebook ads?

In Meta Ads Manager, open the ad and paste the tags into the URL parameters field, without the question mark. Use utm_source=facebook and utm_medium=paid_social, and you can use dynamic values such as {{campaign.name}} so each ad fills in its own campaign name.

Where do UTM campaigns show up in GA4?

In Reports, open Acquisition and then Traffic acquisition, and switch the table dimension to Session campaign or Session source / medium. New tags usually appear within a day.

Often used together with UTM Builder.

  • QR Code GeneratorDeveloper Tools

    Creates QR codes for links, Wi-Fi, contacts, and more, as PNG or SVG.

  • URL ParserDeveloper Tools

    Breaks a URL into its parts and lets you edit query parameters.