Free UTM Link Builder for Google Analytics 4
Add UTM parameters to any link in seconds. Keep your source, medium and campaign names consistent, copy the tagged link, and see exactly where your traffic comes from. Free, no signup, and it runs in your browser.
The page you want people to land on. Any parameters already on the link stay in place.
A preset fills the source and medium. You can edit them afterwards.
Where the click comes from, such as google, newsletter or instagram.
The type of channel, such as cpc, email or social.
A name you will recognise later in your reports.
Only if you track campaigns by ID.
The paid keyword, if you run paid search.
Tells two links in the same campaign apart.
Fill in the website URL, source, medium and campaign name to see your link.
| Parameter | Value added |
|---|
How to use the UTM link builder
- Paste the page you want to link to. It can be a landing page, a blog post or your Google Business Profile website link.
- Pick a preset or type your own source and medium. Source is where the click comes from. Medium is the type of channel.
- Name the campaign. Use something you will still recognise in six months, such as diwali_sale_2026.
- Copy the link and test it. Open it once, then use it in your email, post, ad or QR code.
What each UTM parameter does
UTM parameters are short tags added to the end of a link. When someone clicks it, Google Analytics reads the tags and records where the visit came from. Here is what each one means.
| Parameter | What it tells you | Example | Needed? |
|---|---|---|---|
| utm_source | Where the click came from | newsletter | Recommended |
| utm_medium | The type of channel | Recommended | |
| utm_campaign | The campaign name | diwali_sale_2026 | Recommended |
| utm_id | A campaign ID you can match to your own records | 2026_q4_001 | Optional |
| utm_term | The paid keyword | seo_consultant | Optional |
| utm_content | Which link or ad version was clicked | header_button | Optional |
Common UTM examples
These are the combinations I reach for most often on local business and ecommerce sites.
| Where you use it | Source | Medium | Campaign example |
|---|---|---|---|
| Email newsletter | newsletter | november_offers | |
| Instagram bio link | social | bio_link | |
| Facebook paid ad | paid_social | lead_gen_nov | |
| LinkedIn post | social | case_study_launch | |
| Google Business Profile website link | organic | gbp_listing | |
| Flyer or shop QR code | qr | shop_flyer_nov |
Good to know: Google Analytics groups traffic into channels using the medium. Values such as cpc, email, social and paid_social are grouped as you would expect. Custom values such as qr work fine for your own reports, but they may show up as Unassigned in the default channel grouping. The Google Business Profile example above usually still counts as Organic Search, and the campaign name lets you filter those visits on their own.
A naming convention that keeps your reports clean
Most messy UTM reports come from inconsistent names, not from the tags themselves. A few simple rules fix almost all of it.
| Do this | Avoid this |
|---|---|
| Use lowercase everywhere | Facebook, FB and facebook as three different sources |
| Pick underscores or hyphens and stick to it | Spaces, which turn into %20 in the link |
| Use one name per channel, such as email | email, e-mail and newsletter all used as the medium |
| Put the product or offer and the month or year in the campaign name | campaign1, test or final_final |
| Keep a simple list of your names in a spreadsheet | Making up a new name every time you build a link |
| Keep UTM values anonymous | Email addresses, phone numbers or customer names |
Where tagged traffic shows up in GA4
In Google Analytics 4, go to Reports, then Acquisition, then Traffic acquisition. Change the first column to Session source / medium or Session campaign and you will see your tagged clicks. Clicks are only half the story, though. To see which campaigns bring calls, form fills and enquiries, you also need key events set up. Here is how I set up GA4 key events for forms, calls and email clicks on WordPress.
Mistakes to avoid
- Tagging internal links. A UTM on a link inside your own site can start a new session and hide the visitor's real source.
- Mixing upper and lower case. Analytics reports them as separate values, so one campaign ends up split across several rows.
- Tagging Google Ads links without checking auto-tagging. Auto-tagging already sends campaign data to Analytics.
- Putting personal data in a UTM. The tag sits in the visible URL and can end up in logs, screenshots and forwarded emails.
- Forgetting to test. Click the finished link once to make sure the page loads and the tags are intact.
Frequently asked questions
Is this UTM link builder free?
Yes. It is free, there is no signup, and you can build as many links as you like.
Do you store the links I build?
No. The link is built in your browser as you type. Nothing is sent to our server or saved, so when you close the tab it is gone. Keep your finished links in a spreadsheet if you want a record.
Which UTM parameters do I need?
Source, medium and campaign are the three that matter most in Google Analytics 4 reports, so this tool asks for all three. Term, content and ID are optional.
Are UTM parameters case sensitive?
In Google Analytics, Facebook and facebook show up as two separate sources, which splits your data. That is why the lowercase option is switched on by default.
Do UTM links hurt SEO?
UTM parameters on links you share in emails, ads or social posts do not change your rankings by themselves. The tagged URL loads the same page, and a canonical tag pointing to the clean URL tells Google which version to index. Rank Math and most SEO plugins add that tag automatically, but check that your page has one.
Should I add UTM parameters to internal links?
No. A UTM on a link inside your own site can start a new session and replace the original source, so you lose track of where the visitor really came from. Track internal clicks with GA4 events instead.
Do I need UTM tags for Google Ads?
Google Ads auto-tagging already passes campaign data to Analytics, so you usually do not need UTMs on your Google Ads links. Check your auto-tagging setting before adding them. We use UTMs mainly for email, social posts, QR codes, partner links and Google Business Profile links.
When should I use utm_term, utm_content and utm_id?
Use utm_content to tell two links in the same campaign apart, such as header_button and footer_link, or two ad versions. Use utm_term for the paid keyword. Use utm_id if you want to match your reports to a campaign ID in your own spreadsheet. Skip all three if you do not need them.
How do I see tagged traffic in GA4?
Open Reports, then Acquisition, then Traffic acquisition. Change the first column to Session source / medium or Session campaign to see your tagged clicks. New data can take a day to show up in standard reports.
Want to know which campaigns actually bring leads?
Tagged links tell you where visitors come from. Our team can set up GA4 so you also see which of those visits turn into calls, form fills and sales.