UTM Builder

What is a UTM builder?

UTM parameters are tags added to the query string of a link — utm_source, utm_medium, utm_campaign and friends — that tell Google Analytics 4 and other analytics tools where a visit came from. Without them, a click from a newsletter or a QR code often shows up as “direct” traffic and your campaign gets no credit.

A UTM builder assembles the tagged URL for you: it encodes values correctly, keeps any parameters and #fragment already in the link, and keeps naming consistent. GA4 uses source, medium and campaign to fill its campaign dimensions and to assign sessions to default channel groups, so consistent lowercase values such as email or paid_social matter more than you might expect.

This builder also supports utm_id and the newer GA4 parameters utm_source_platform, utm_creative_format and utm_marketing_tactic, generates many links at once, and can parse an existing tagged URL back into the form.

How to use the UTM Builder

1. Enter the landing page URL. Existing query parameters and the #fragment are preserved.
2. Pick a preset or type the source (where the traffic comes from) and medium (the marketing channel), then the campaign name.
3. Optionally add term, content, campaign ID and the extra GA4 parameters under More GA4 parameters.
4. Copy the campaign URL, or switch to Bulk build to create one link per source and medium and download them as CSV.

Example

A newsletter link to a page that already has a parameter and an anchor:

Input:  https://example.com/shop?color=blue#reviews
Output: https://example.com/shop?color=blue&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale#reviews

UTM parameters reference

• utm_source — the referrer: google, newsletter, facebook.
• utm_medium — the channel: cpc, email, social, paid_social, affiliate, display.
• utm_campaign — the campaign name or promotion: spring_sale.
• utm_id — a campaign ID, used to join GA4 data with imported cost data.
• utm_term — paid search keywords; utm_content — distinguishes ads or links that point to the same URL.
• utm_source_platform, utm_creative_format, utm_marketing_tactic — optional GA4 dimensions for the buying platform, creative type and targeting tactic.

Naming conventions that keep reports clean

• Use lowercase everywhere — GA4 values are case-sensitive.
• Pick one separator (underscore or dash) and never use spaces.
• Use mediums that match GA4’s default channel rules (email, cpc, social, paid_social, display, affiliate, referral), otherwise sessions land in “Unassigned”.
• Keep a shared spreadsheet of the values your team uses — the CSV export in bulk mode is a good starting point.