Free tool
UTM Builder
Build clean, GA4-ready campaign URLs in seconds. Consistent UTM tagging is the first step to attribution you can trust.
The full destination URL, including https://
The referrer: google, facebook, newsletter…
Marketing medium: cpc, email, social, banner…
Product, promo code or slogan
Paid search keywords (optional)
To differentiate ads or links (optional)
Your campaign URL
Fill in the URL, source, medium and campaign name to generate your link.
Runs entirely in your browser. Nothing you type here is sent to our servers.
What are UTM parameters?
UTM parameters are tags added to the end of a URL that tell your analytics tool where a visitor came from. When someone clicks a tagged link, GA4 reads the parameters and attributes the session to the right source, medium and campaign.
| Parameter | Purpose | Example |
|---|---|---|
| utm_source | Where the traffic comes from | google, facebook, newsletter |
| utm_medium | The marketing channel | cpc, email, paid_social |
| utm_campaign | The campaign itself | summer_sale_2026 |
| utm_term | Paid keywords (optional) | running_shoes |
| utm_content | The specific ad or link (optional) | headline_a, logolink |
UTM best practices
- Keep everything lowercase: GA4 is case-sensitive and will split "Google" and "google" into two sources.
- Use underscores instead of spaces, and agree on one naming convention for the whole team.
- Never put UTM parameters on internal links: they reset the session attribution.
- Document your conventions in a shared tagging plan so every campaign stays consistent.
- Verify that tagged traffic actually lands in your reports: broken tracking silently swallows campaign data.
Frequently asked questions
- What are UTM parameters?
- UTM parameters are five standard query-string tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that you append to a URL so analytics tools like GA4 can attribute the visit to the right campaign, channel and creative.
- Do UTM parameters affect SEO?
- Not when used correctly. Use them on inbound campaign links only, never on internal links, and keep a canonical tag on the destination page so tagged URLs are not indexed as duplicates.
- Should UTM values be lowercase?
- Yes. GA4 treats "Google" and "google" as two different sources. Keeping every value lowercase, with underscores instead of spaces, is the simplest convention that prevents fragmented reports.
- How is this different from the Google Campaign URL Builder?
- It builds the exact same URLs. This one adds source/medium presets, automatic lowercasing and space handling, and it lives next to the tool that then verifies your whole tracking setup end to end.