UTM Builder: know where every campaign comes from.
Enter your URL and campaign details and get a correctly named UTM link instantly. See which Google Analytics 4 channel it will fall into, download a QR code, or build hundreds of links at once. Everything runs in your browser.
What is a UTM and why does it matter?
UTM parameters are tags added to the end of a link that tell Google Analytics where a visitor came from. They are the only way to tell an Instagram ad from a newsletter or a LinkedIn post. Untagged campaigns disappear into “direct” or “referral” and you cannot see which channel earned the budget.
What the five parameters mean
- utm_source: where traffic comes from: google, instagram, newsletter.
- utm_medium: the channel type: cpc, paid_social, email, social. GA4 relies on this most to pick the channel.
- utm_campaign: the campaign name: black-friday-2026.
- utm_content: separates creatives or buttons within one campaign; ideal for A/B tests.
- utm_term: the keyword targeted in paid search.
The most common naming mistakes
- Mixed case: GA4 treats “Instagram” and “instagram” as two sources. The tool lowercases everything by default.
- Spaces and accents: they turn into %20 and similar codes and make reports unreadable. The tool converts them to hyphens and plain letters.
- Made-up mediums: values like “instagram-ad” land in “Unassigned” in GA4. The channel presets use values GA4 recognises.
- UTMs on internal links: never tag links within your own site; it splits sessions and overwrites the source.
Using it as a team
Paste hundreds of URLs into the bulk tab, generate links with the same campaign details in one go, and download a CSV to share with your team. Your recent links are stored only in this browser.
QR codes are generated in your browser with Kazuhiko Arase’s open-source qrcode-generator library (MIT license).
FAQ
Frequently asked questions
Short answers about UTM links.
Do UTM links hurt SEO?
No, as long as you use them in ads and shares. Google consolidates UTM URLs with the main page through the canonical tag. Just keep UTMs off your internal links.
Where do I see my campaign in GA4?
Go to Reports → Acquisition → Traffic acquisition and pick the “Session source / medium” and “Session campaign” dimensions. The channel appears under “Session default channel group”.
Which values should I use for utm_medium?
cpc or paid_social for paid ads, email for e-mail, social for organic social, affiliate for partners, referral for links on other sites. These match GA4’s default channel groups.
My link is very long. Should I shorten it?
For social media and SMS you can use a link shortener; the UTM data survives behind the short link. For print, a QR code is more practical.
Is it free, and is my data stored?
It is free and needs no sign-up. Everything runs in your browser; the URLs you enter are not sent to us.