UTM Builder
Build clean, consistently named campaign URLs so GA4 attributes your traffic to the right source, medium and campaign.
- Free
- No sign-up
- Runs in your browser
- Nothing is sent or stored
Campaign details
Source, medium and campaign are required for a complete link.
Your campaign URL
Test the link before you publish it.
What each parameter means
utm_source— the referrer: a site, platform or list (google, newsletter).utm_medium— the marketing channel (cpc, email, paid_social). GA4 uses source and medium to assign default channel groups.utm_campaign— the specific promotion or initiative.utm_term— paid keywords or audience segments.utm_content— differentiates ads or links that point to the same URL.
Values are URL-encoded with encodeURIComponent. Existing query parameters and #anchors are preserved; existing utm_ parameters are replaced.
A simple convention your whole team can follow
| Channel | utm_source | utm_medium | utm_campaign | utm_content |
|---|---|---|---|---|
| Google Ads | cpc | brand_search_ca | — (use auto-tagging) | |
| Meta ads | facebook / instagram | paid_social | audit_offer_q4 | video_a |
| LinkedIn ads | paid_social | b2b_webinar_nov | single_image_v2 | |
| Newsletter | newsletter | october_2026_update | header_cta | |
| Organic social post | organic_social | case_study_launch | post_1 | |
| Partner website | partner_name | referral | co_marketing_2026 | resource_page |
- Lowercase everything. GA4 values are case-sensitive, so “Email” and “email” become two rows.
- Use underscores, not spaces. Spaces are encoded and are easy to mistype.
- Do not tag internal links. UTMs on links within your own site overwrite the original source of the visit.
- Google Ads: auto-tagging (gclid) is usually preferred; manual UTMs are mainly for other platforms.
- Keep a shared log of campaign names so reports stay consistent over time.
Frequently asked questions
Do UTM parameters affect SEO?
Tagged URLs can be crawled if they are linked publicly. A self-referencing canonical tag on the destination page tells search engines which URL is preferred. Avoid UTMs on internal links.
Which parameters are required?
For consistent reporting use source, medium and campaign on every tagged link. Term and content are optional.
Why does GA4 show my traffic as “Unassigned”?
Usually because the medium or source does not match GA4’s default channel definitions. Using standard mediums such as cpc, email or paid_social avoids most cases.
Is anything I enter sent to Orivexa?
No. The URL is built in your browser and never transmitted.
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