UTM Builder
Marketing ToolsBuild UTM links that will not break your GA4 reporting — with validation, not just concatenation.
Your tracking URL
Clean · No issues found. This link will report consistently in GA4.
GA4 treats Facebook and facebook as two different sources, so one inconsistent link splits a campaign across two rows in your reports weeks later.
How this is calculated
https://example.com/page ?utm_source=google where the traffic came from &utm_medium=cpc what kind of link it was &utm_campaign=diwali which campaign it belongs to &utm_term=keyword optional, paid keyword &utm_content=variant-a optional, which creative &utm_id=2026-q3-001 optional, campaign ID
How it works
UTM parameters are tags appended to a URL that tell your analytics where a visitor came from. Three are effectively required — source, medium and campaign — and two more are optional for distinguishing keywords and creatives.
Concatenating them is trivial. The value is in catching the mistakes that silently corrupt reporting weeks later. GA4 treats Facebook and facebook as two different sources, so one inconsistently-cased link splits a campaign across two rows. Spaces become %20 and make campaign names unreadable. Parameters placed after a #fragment are never read at all. The word 'none' is reserved by GA4 for direct traffic and will quietly disappear your campaign.
None of these produce an error at the time. They produce a report that is subtly wrong months later, when the campaign is over and nobody can go back and fix the links.
Worked example
Tagging a Diwali campaign link for Google Ads
- URL: https://example.com/offer
- source: google
- medium: cpc
- campaign: Diwali Sale 2026 -> diwali-sale-2026
https://example.com/offer?utm_source=google&utm_medium=cpc&utm_campaign=diwali-sale-2026
How to use it
- Pick a channel preset to fill source and medium with sensible values, or type your own.
- Enter the destination URL and a campaign name.
- Add term and content if you need to tell keywords or creatives apart in reporting.
- Check the warnings — each one describes something that was silently fixed for you and would otherwise have broken a report.
- Copy the finished link.
What this tool does not do
- It builds and validates links. It cannot tell whether your analytics is configured to read them.
- Some redirects and link shorteners strip query strings. Test the final link end to end before a large campaign.
- Validation catches the common structural mistakes, not whether your naming convention makes sense for your business.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a URL that tell analytics tools where a visitor came from. The five standard ones are utm_source, utm_medium, utm_campaign, utm_term and utm_content.
Which UTM parameters are required?
Source, medium and campaign in practice. GA4 will record a visit with only utm_source, but without medium and campaign the traffic is very hard to interpret later.
Should UTM parameters be lowercase?
Yes, always. GA4 is case-sensitive, so Facebook and facebook become two separate sources and split one campaign across two rows. This builder lowercases by default for exactly that reason.
What is the difference between utm_source and utm_medium?
Source is where the traffic came from — google, facebook, newsletter. Medium is what kind of link it was — cpc, email, social, referral. Source is the specific site; medium is the category.
Can I use UTM parameters on internal links?
You should not. Tagging an internal link starts a new session and overwrites the original source, so you lose the record of how the visitor actually found you.
Why did my campaign not show up in GA4?
Common causes: the medium was set to 'none', which GA4 reserves for direct traffic; the parameters were placed after a #fragment; or a redirect stripped the query string. This builder warns about the first two.
How should I name campaigns?
Pick a convention and hold to it — for example channel-offer-month, all lowercase and hyphenated. Consistency matters far more than the specific scheme, because reporting groups on exact string matches.
Do UTM parameters affect SEO?
They can create duplicate URLs for the same content if a tagged link gets indexed. Use a canonical tag on the page, and avoid UTM tags on links you expect search engines to crawl.
Related tools
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Last updated 3 September 2026.