UTM Builder: Create Trackable Campaign Links for GA4
Free UTM builder for small business marketing. Add utm_source, utm_medium and utm_campaign to any link so you can see which campaigns bring customers in GA4.
Your campaign URL
Fill in the website URL, source, medium and campaign name to generate your link.
What UTM parameters do
UTM parameters are tags added to the end of a link. When someone clicks it, your analytics tool (such as Google Analytics 4) records where the visit came from. Without them, a visit from your email newsletter can end up lumped in with "direct" traffic.
| Parameter | What it describes | Example |
|---|---|---|
utm_source | Where the traffic comes from | newsletter, facebook, google |
utm_medium | The type of channel | email, social, cpc, qr |
utm_campaign | The campaign name | spring-boiler-offer |
utm_term | Paid keyword (optional) | emergency-plumber |
utm_content | Which link or ad version (optional) | header-button |
utm_id | Campaign ID (optional) | 2026-spring |
Worked example
A plumbing company prints a QR code on a flyer promoting a water heater service offer. The page is https://example.com/water-heater-service/.
- Source:
flyer - Medium:
qr - Campaign:
water-heater-spring
The builder creates:
https://example.com/water-heater-service/?utm_source=flyer&utm_medium=qr&utm_campaign=water-heater-spring
In GA4 you can then see how many visits and enquiries came from the flyer.
Naming tips
- Stay lowercase and use hyphens instead of spaces.
- Keep a simple naming list (e.g. mediums:
email,social,cpc,qr,referral) and reuse it. - Don't tag internal links on your own site.
When you're writing the page people land on, check how it'll look in Google with our meta title and description checker.
Frequently asked questions
Which UTM parameters are required?
Use utm_source, utm_medium and utm_campaign on every tagged link. utm_term, utm_content and utm_id are optional and useful for paid keywords, ad variations and campaign IDs.
Should I use UTM links on my own website?
No. Only tag links that point to your site from somewhere else — emails, social posts, ads, QR codes. Tagging internal links overwrites the original source of the visit in your analytics.
Are UTM values case-sensitive?
Yes. Analytics tools treat 'Facebook' and 'facebook' as different sources. Keep the lowercase option switched on to keep reports tidy.
Sources
- Google Analytics Help — Collect campaign data with custom URLs — checked Sep 17, 2026
Related guides and tools
Related free tools
- ToolWebsites
Meta Title & Description Checker With Google Preview
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