UTM Campaign URL Builder
Build trackable campaign links for Google Analytics in seconds. Pick a channel preset, fill in the campaign, and copy a clean URL (or a QR code for print). Existing query parameters and #anchors are kept in the right place.
Where the traffic comes from.
The marketing channel.
Promotion, product or slogan.
Optional: ID for cost data import.
Optional: paid search keyword.
Optional: which ad or link was clicked.
Scanning it opens the tagged link, so print and poster traffic shows up in your reports. Use utm_medium such as print or qr.
How to use the UTM Campaign URL Builder
- Paste the page URL you want to promote into Website URL.
- Pick a preset such as Facebook or Email newsletter, and choose Paid or Organic, to fill in the source and medium.
- Name the campaign and, if you need them, add the term (keyword), content (ad or link variant) and campaign ID.
- Copy the URL or download the QR code. The link is saved in your recent-links history.
- Check an existing link by switching to Parse URL and pasting it to see every UTM value decoded.
The six UTM parameters
| Parameter | Answers | Examples | GA4 dimension |
|---|---|---|---|
utm_source | Which site, platform or list sent the visit? | google, facebook, newsletter, partner_blog | Session source |
utm_medium | Which type of channel? | cpc, paid_social, social, email, display, affiliate, qr | Session medium |
utm_campaign | Which campaign or promotion? | spring_sale_2026, product_launch | Session campaign |
utm_id | Which campaign ID (for cost data import)? | sp26_01 | Session campaign ID |
utm_term | Which paid keyword? | trail running shoes | Session manual term |
utm_content | Which ad, link or creative was clicked? | hero_banner, footer_link, video_ad_a | Session manual ad content |
Source and medium values that land in the right GA4 channel
GA4's default channel groups are calculated from source and medium. These combinations follow Google's rules:
| Channel in GA4 | utm_source | utm_medium |
|---|---|---|
| Paid Search | google, bing | cpc or ppc |
| Paid Social | facebook, instagram, linkedin, twitter, tiktok | paid_social (any medium containing "cp" or starting with "paid") |
| Organic Social | facebook, instagram, linkedin, twitter, tiktok | social |
| newsletter, mailchimp, … | ||
| Paid Video / Organic Video | youtube, vimeo | paid_video / video |
| Display | any ad network | display, banner, cpm |
| Affiliates | partner name | affiliate |
A combination GA4 does not recognise is reported as "Unassigned", so stick to a short list of agreed values across your team.
Worked example
Starting URL: https://www.example.com/spring-sale?ref=nav#offers. With source newsletter, medium email, campaign Spring Sale 2026 and content hero banner, lowercase on and spaces replaced with underscores, the result is:
https://www.example.com/spring-sale?ref=nav&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale_2026&utm_content=hero_banner#offers
The existing ref=nav parameter stays, the new tags are joined with &, and the #offers anchor stays at the very end, where browsers expect it.
Naming conventions that keep reports clean
- Use lowercase only and one separator style (underscores or hyphens) everywhere.
- Keep a shared spreadsheet of approved sources, mediums and campaign names.
- Put the date or quarter in the campaign name (
black_friday_2026) so yearly campaigns do not merge. - Use
utm_contentfor A/B tests: same campaign, different creative. - Never tag internal links between pages of your own site.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a link (after the ?) that tell analytics tools where a visit came from. Google Analytics reads utm_source, utm_medium, utm_campaign, utm_term, utm_content and utm_id and shows them as the session's source, medium, campaign and so on.
Which UTM parameters are required?
Google Analytics needs utm_source to record a campaign, and you should always add utm_medium and utm_campaign too, because GA4's default channel groups (Paid Social, Email, Organic Video…) are worked out from source and medium. utm_term, utm_content and utm_id are optional.
Should UTM values be lowercase?
Yes, as a rule. UTM values are case-sensitive, so Facebook, facebook and FACEBOOK appear as three different sources in your reports. The Lowercase option keeps them consistent, and replacing spaces with underscores or hyphens keeps links readable.
Can I add UTM tags to a URL that already has parameters?
Yes. The builder keeps the existing query string (for example ?id=42) and appends the UTM tags with &. If the link has a #fragment, the tags are inserted before it, because anything after # is not sent to the server and would be ignored by analytics.
Should I use UTM links on my own website?
No. Use UTM tags only on links that point to your site from somewhere else, such as ads, emails, social posts and QR codes. Tagging internal links starts a new session with the wrong source and breaks your attribution.
What medium should I use for paid social ads?
Use a medium that GA4 classifies as paid, such as paid_social or cpc, together with a social source like facebook or linkedin. Organic posts should use the medium social. The presets on this page follow these conventions.
Is my data sent anywhere?
No. Links, QR codes and history are created in your browser. History is stored only in this browser's local storage.