UTM builder
MarketingAdd UTM parameters to any link so campaign traffic shows up correctly in GA4, with lowercase cleanup and warnings for common mistakes. Free, no signup, and it runs entirely in your browser.
How to use it
- Enter the website URL you want to send people to.
- Fill in source and medium, then add campaign, term and content as needed.
- Leave the lowercase option checked, review any warnings and copy the tagged URL.
What UTM parameters do
UTM parameters are tags added to the end of a URL that tell your analytics tool where a visit came from. When someone clicks a tagged link, GA4 reads the values and records them as the session's source, medium and campaign. Without tags, a visit from your newsletter or an Instagram story can end up lumped into direct or referral traffic, and you lose the ability to compare channels.
There are five standard parameters:
- utm_source: where the traffic comes from, such as facebook, google or newsletter.
- utm_medium: the type of channel, such as cpc, paid_social, email or referral.
- utm_campaign: the specific promotion, such as spring_cleaning_2026.
- utm_term: usually the paid keyword, mostly for search ads.
- utm_content: which ad, link or creative was clicked, useful for A/B tests.
Source and medium are the two that matter most for attribution, so the tool flags them if either is missing.
Why consistency matters in GA4
UTM values are case sensitive. GA4 treats Facebook, facebook and FB as three different sources, which splits your data and makes reports harder to read. The lowercase option converts everything to lowercase and swaps spaces for underscores, so the same campaign always produces the same values. Agree on a naming list with anyone else who builds links and stick to it.
The medium value also affects how GA4 sorts traffic into default channel groups like Paid Social, Email or Paid Search. Using common values such as cpc, email, paid_social or referral makes it more likely your traffic lands in the expected channel. Made-up mediums can end up in the Unassigned group.
When not to use UTMs
Do not tag internal links on your own site. Clicking a tagged internal link can start a new session with the wrong source, overwriting the real one. Do not tag organic search results either; search engines report that traffic on their own, and the tool warns you if you try. For Google Ads, auto-tagging with gclid usually handles attribution, so manual tags are optional there.
Practical tips
Keep a simple spreadsheet of the links you create, with the date and purpose, so the team reuses the same values. Shorten long tagged URLs for print or SMS if needed, but test that the shortener passes the parameters through. After a campaign goes live, check GA4's traffic acquisition report within a day to confirm the values appear as expected.
If you want campaign tracking tied into a wider search plan, our monthly SEO service covers reporting alongside rankings and local visibility.
Questions, answered
Are UTM parameters case sensitive in GA4?
Yes. GA4 records Facebook and facebook as separate sources, and the same applies to medium and campaign values. Mixed capitalization splits your data across several rows. Using lowercase everywhere, which this tool does by default, is the simplest way to keep reports clean and comparable across campaigns and team members.
Should I use UTM tags on links within my own website?
No. Tagging internal links can start a new session attributed to the tag values, which overwrites the visitor's original source and inflates session counts. To track clicks on internal banners or buttons, use GA4 events instead. Keep UTM parameters for links that live on other sites, ads, emails and social posts.
Do I need UTM tags on Google Ads links?
Usually not. If Google Ads is linked to GA4 and auto-tagging is on, clicks carry a gclid parameter that GA4 uses for detailed attribution. Manual UTM tags can still help if you send data to other tools, but make sure they do not conflict with auto-tagging in your account settings.
Which values should I use for utm_medium?
Use common, recognizable values such as cpc for paid search, paid_social for paid social ads, social for organic social posts, email for newsletters, referral for partner links, display for banner ads and affiliate for affiliates. GA4 uses the medium to assign default channel groups, so standard values improve reporting accuracy.
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