Free UTM Builder for Google Analytics
Create trackable campaign URLs with UTM source, medium, campaign, term and content parameters. Free, instant, no signup required.
Normalize values to lowercase to prevent split attribution (recommended).
Already have a UTM link? Check it
Paste your full campaign URL to instantly parse and validate its UTM parameters — missing fields load straight into the builder above so you can fix and regenerate.
This free UTM builder creates trackable campaign URLs for Google Analytics 4 by adding utm_source, utm_medium, utm_campaign, utm_term, and utm_content parameters to any link. Everything runs in your browser — no signup, no login, and lowercase normalization is on by default so your links never split attribution. Already have tagged links? The checker below the builder parses any campaign URL and flags missing or malformed parameters.
How to create a UTM link
- Enter your base URL. The destination page the click should land on, with or without
https://— the builder normalizes it either way. - Set utm_source. Where the traffic comes from:
google,facebook,linkedin,newsletter. Use the quick chips for the most common sources. - Set utm_medium. The channel type:
cpcfor paid search,paid_socialfor social ads,emailfor sends,socialfor organic posts. - Name the campaign in utm_campaign. One consistent name per initiative, like
spring_saleorq3_product_launch. - Optionally add utm_term and utm_content. Term for paid keywords, content to tell ad variants or link placements apart.
- Click Generate URL and copy the finished link into your ad platform, email tool, or social scheduler.
UTM parameter examples by channel
Copy these conventions rather than inventing your own — they match the source and medium values GA4's default channel groupings expect, so each channel lands in the right bucket of your Traffic acquisition report:
| Channel | Source | Medium | Example |
|---|---|---|---|
| Google Ads | google | cpc | ?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term=running_shoes |
| Facebook Ads | facebook | paid_social | ?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale&utm_content=video_ad |
| LinkedIn Ads | linkedin | paid_social | ?utm_source=linkedin&utm_medium=paid_social&utm_campaign=b2b_launch&utm_content=carousel |
| Newsletter | newsletter | email | ?utm_source=newsletter&utm_medium=email&utm_campaign=august_digest&utm_content=header_cta |
reddit | social | ?utm_source=reddit&utm_medium=social&utm_campaign=community_ama | |
| X / Twitter | twitter | social | ?utm_source=twitter&utm_medium=social&utm_campaign=product_launch |
One nuance worth knowing: if you run Google Ads with auto-tagging enabled, the gclid parameter already reports the campaign to GA4 — manual UTMs on the same ads are only needed for non-Google analytics tools, and Google Ads has a setting that decides which wins when both are present.
What each UTM parameter means
| Parameter | Required | Question it answers | Example values |
|---|---|---|---|
utm_source | Yes | Which platform or property sent the visit? | google, facebook, newsletter |
utm_medium | Yes | What type of channel carried it? | cpc, email, paid_social |
utm_campaign | Yes | Which campaign or initiative was it part of? | spring_sale, q3_launch |
utm_term | No | Which paid keyword triggered the ad? | running_shoes, ai_chatbot |
utm_content | No | Which ad variant or link placement was clicked? | video_ad, header_cta, textlink |
Source vs. medium is the pair people mix up most: source is the specific place (linkedin), medium is the kind of channel (paid_social). A single source can carry several mediums — LinkedIn traffic might arrive as paid_social ads, organic social posts, or email if you link from a LinkedIn newsletter.
UTM naming conventions that keep GA4 data clean
- Lowercase everything. GA4 treats
Emailandemailas different mediums. The builder's lowercase toggle guards this by default. - Use underscores or hyphens, never spaces. Spaces become
%20in URLs and make reports unreadable. Pick one separator and keep it. - Stick to GA4's recognized medium values.
cpc,email,social,paid_social,referral, anddisplaymap into GA4's default channel groups; invented mediums land in Unassigned. - Name campaigns by initiative, not date alone.
spring_sale_2026beatsmarch— six months later you'll still know what it was. - Keep one shared naming sheet. Most attribution mess comes from two teammates tagging the same channel two ways. Agree on values once and reuse them.
- Never tag internal links. UTMs on links within your own site restart session attribution and overwrite the visitor's real origin.
How GA4 reports your UTM parameters
GA4 ingests UTM parameters automatically — no setup, no custom dimensions. Each value maps to a session-scoped dimension you can use in Traffic acquisition, Explorations, and audiences:
| UTM parameter | GA4 dimension |
|---|---|
utm_source | Session source / First user source |
utm_medium | Session medium / First user medium |
utm_campaign | Session campaign / First user campaign |
utm_term | Session manual term |
utm_content | Session manual ad content |
Because GA4 keys its default channel groupings off source and medium together, consistent tagging is what decides whether a click shows up as Paid Social, Email, or Unassigned. Tag once, correctly, and every downstream report inherits clean data.
UTM builder — FAQ
What is a UTM builder?
A UTM builder is a free tool that appends UTM parameters — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — to a URL so analytics platforms like Google Analytics 4 can report exactly where each visit came from. Instead of hand-typing query strings and risking typos or broken encoding, you fill in a form and the builder assembles a correctly formatted, trackable campaign URL.
How do I create a UTM link?
Enter your destination page as the base URL, then fill in utm_source (where the traffic comes from, e.g. google or newsletter), utm_medium (the channel type, e.g. cpc or email), and utm_campaign (the campaign name, e.g. spring_sale). Add utm_term and utm_content if you need keyword- or variant-level detail, then click Generate URL and copy the result into your ad platform, email, or post.
Does GA4 use UTM parameters?
Yes. Google Analytics 4 reads UTM parameters automatically and maps them to its traffic dimensions: utm_source becomes session source, utm_medium becomes session medium, utm_campaign becomes session campaign, and utm_term and utm_content map to their matching manual dimensions. No configuration is required — tag the URL and GA4 attributes the session in its Traffic acquisition reports.
What should I use for UTM source and medium?
Use utm_source for the specific platform sending the traffic — google, facebook, linkedin, newsletter, reddit — and utm_medium for the channel type — cpc for paid search, paid_social for paid social ads, email for email sends, social for organic social, and referral for partner links. Sticking to GA4’s recognized medium values (cpc, email, social, referral, display) keeps your traffic inside GA4’s default channel groupings.
What is the difference between utm_source and utm_medium?
utm_source names where the visitor came from — the specific site, platform, or property, such as google, facebook, or newsletter. utm_medium names how they got to you — the marketing channel type, such as cpc, email, or paid_social. A LinkedIn ad is utm_source=linkedin with utm_medium=paid_social; an organic LinkedIn post keeps the same source but switches the medium to social.
Should UTM parameters be lowercase?
Yes. UTM parameters are case-sensitive in Google Analytics, so "Email", "email", and "EMAIL" report as three separate mediums and split your attribution data. Standardize on lowercase for every value — this builder applies lowercase normalization by default so the links you generate never fragment your reports.
Does UTM tracking affect SEO?
Used correctly, no. UTM parameters are meant for external campaign links — ads, emails, social posts — and Google consolidates those tagged URLs through canonical tags, so they don’t harm rankings. The one mistake to avoid is using UTM parameters on internal links within your own site: that resets the visitor’s session attribution in analytics and can create crawlable duplicate URLs. For internal tracking, use event tracking instead.
Related free tools
Tagged links are step one; make sure the pages behind them convert. Preview how your campaign URLs unfurl when shared with the OG image checker, score the destination page with the landing page analyzer, and write the ads that carry your UTMs with the Google Ads copy generator.
Turn this tool's work into pipeline
Expertise runs your GTM end to end — visitor signals, qualified conversations, booked meetings. This tool is one skill; get the whole expert.
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