Free Tool
UTM Builder
Build a UTM-tagged campaign URL that reports cleanly in GA4 — then shorten it so it's actually shareable. Free, no signup.
Where the traffic comes from: instagram, newsletter, google
The channel type: social, email, cpc, referral
The campaign this link belongs to
Paid keyword, for search ads
Distinguishes variants of the same ad or email
Your tagged URL
Enter a destination URL to build your campaign link
What each UTM parameter does
| Parameter | Answers | Example |
|---|---|---|
| utm_source | Which site or list sent the visitor? | |
| utm_medium | What type of channel was it? | social |
| utm_campaign | Which campaign does this belong to? | spring-sale |
| utm_term | Which paid keyword triggered it? | running-shoes |
| utm_content | Which creative or placement was clicked? | hero-button |
Naming rules that keep reports clean
- Lowercase everything. UTM values are case-sensitive, so
Facebookandfacebooksplit into two rows. - Use hyphens, not spaces. Spaces become
%20and make links harder to read and share. - Keep a shared naming sheet. Decide once whether paid social is
cpcorpaid-social, then never deviate. - Never tag internal links. UTMs on your own site start a new session and destroy attribution.
Frequently asked questions
What is a UTM builder?
A UTM builder is a tool that appends utm_source, utm_medium, utm_campaign, utm_term, and utm_content parameters to a URL so analytics tools can attribute the visit to a specific channel and campaign.
Which UTM parameters are required?
utm_source, utm_medium, and utm_campaign are the three that matter for reporting in Google Analytics 4. utm_term is for paid keywords and utm_content distinguishes two variants of the same ad or email.
Should UTM parameters be lowercase?
Yes. UTM values are case-sensitive, so Facebook and facebook become two separate rows in your reports. Pick lowercase and stick to it — this builder lowercases values for you.
Can I shorten a UTM-tagged URL?
Yes, and you usually should. UTM parameters make a URL long and messy to share; shortening keeps the tracking intact while giving you a clean link plus your own click analytics on top.