Free UTM Builder for Campaign Tracking
Build clean, consistent UTM-tagged URLs that GA4 will actually track properly. Platform presets for Google Ads, Meta, LinkedIn, TikTok and email. No sign-up, no ads, no nonsense.
Where the traffic is coming from. Use lowercase. No spaces.
Marketing channel. Common: cpc, email, paid_social, organic_social, display, affiliate.
Use underscores or hyphens. Keep your team's naming convention.
Paid keyword the click came from. Usually populated automatically by Google Ads.
Use to tell apart variants of the same ad or link.
GA4 reads this as the campaign ID. Useful for joining with ad-platform data.
Your tagged URL
Saved URLs
What are UTM parameters?
UTM parameters (or "UTM tags") are small bits of text added to the end of a URL that tell your analytics platform where a visitor came from. GA4, Adobe Analytics, Piwik and almost every other analytics tool reads them. Without them, paid social traffic gets bucketed under "social", paid search bleeds into "organic search", and your email campaigns vanish into "direct" traffic. With them, every click is traceable to the campaign, ad and creative that drove it.
This free UTM builder generates clean, consistent campaign-tagged URLs with platform presets for Google Ads, Meta, LinkedIn, TikTok and email. Built by The Digital Maze for clients and the wider marketing community.
The five UTM parameters explained
utm_source
The specific site or app the click came from. Examples: google, facebook, newsletter, partner_blog. Required.
utm_medium
The marketing channel. Common values: cpc for paid search, email for email, paid_social for paid social ads, organic_social for unpaid social posts, display, affiliate. Required.
utm_campaign
The campaign name. Pick a convention and stick to it. Examples: spring_sale_2026, brand_awareness_q1, black_friday. Required.
utm_term
The paid keyword for the click. Usually filled in automatically by Google Ads if you use the {keyword} ValueTrack parameter. Optional.
utm_content
Use this to separate variants of the same campaign. Useful for A/B testing creative ("footer_cta" vs "header_cta") or differentiating ad variations. Optional.
utm_id
A unique campaign ID, read by GA4 to join your analytics with your ad-platform data. Mostly used for advanced reporting. Optional.
UTM best practices
- Use lowercase. UTM values are case-sensitive.
Googleandgooglecreate two separate rows in GA4. Always lowercase. - No spaces. Use underscores (
spring_sale) or hyphens (spring-sale). Pick one and stick to it across the team. - Be consistent. Settle on whether paid social is
paid_socialorcpcand use it everywhere. Inconsistency makes reports useless. - Don't tag internal links. Tagging links on your own site overwrites the original UTM source and breaks attribution. Only tag URLs that go from somewhere else to your site.
- Don't tag organic search. Google handles organic search attribution natively. Adding UTMs to your own SEO content can break it.
- Keep a campaign name document. A shared sheet of approved values stops chaos when more than two people are tagging URLs.
UTM tagging by channel
Paid search
For Google Ads and Microsoft Ads, use medium=cpc and source=google or source=bing. Either use auto-tagging (recommended) or final-URL UTM templates. Our Google Ads management team sets these up by default for every account.
Paid social
Use medium=paid_social and source set to the platform (facebook, instagram, linkedin, tiktok). Use content to differentiate creative variants. See our paid social advertising services for how we structure campaigns end-to-end.
Email marketing
Use medium=email and source set to your sending platform or list segment (newsletter, welcome_series, winback). Most ESPs let you set UTMs at the campaign level. Need help with the wider strategy? Our email marketing team can help.
Organic social
Use medium=organic_social and source set to the platform. Tag every link in bio, every shareable post link, every story link. It's the only way to separate organic social value from paid social value in GA4.
Display and YouTube
Use medium=display for banner ads or medium=video for video. Source can be the network (gdn, youtube) or the placement. Useful for separating prospecting from remarketing in reports.
Affiliate and referral
Use medium=affiliate for paid affiliate partners and medium=referral for unpaid referrals. Source identifies the specific partner. Avoid tagging partners with medium=cpc — it muddies your paid search reports.
How this tool works
Everything runs in your browser. Your URLs are never sent to a server, never logged, never tracked. The "Save to history" feature uses your browser's local storage and stays on your device. The tool also validates your inputs as you type, warning you if you've added spaces, uppercase characters or other things that will break GA4 reports.
Need help with the marketing campaigns these URLs are pointing at? Speak to our team about PPC, SEO, email marketing or paid social.