UTM Link Builder
Add utm_source, utm_medium, utm_campaign and other UTM parameters to one or many URLs, with presets and a GA4 channel check.
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Tool guide
What this tool does
UTM Link Builder tags links for campaign tracking in Google Analytics and other analytics tools. It supports all GA4 UTM parameters, normalises case and spaces, tags hundreds of URLs at once with CSV export and predicts which GA4 default channel group a source and medium will fall into.
Analytics tools can only report what they can identify. Clicks from an email newsletter, a printed QR code or a social post without a link preview often arrive as “direct” or “unassigned” traffic, so the campaign that worked best receives no credit. UTM parameters added to the end of a link label each visit with a source, medium and campaign, which Google Analytics 4 and most other analytics tools read automatically.
This builder adds the parameters correctly encoded, replaces spaces, lowercases values so “Email” and “email” do not split your reports, and keeps any existing query string intact. It also estimates the GA4 default channel group from your source and medium, flagging combinations that would end up as Unassigned. In bulk mode it tags a whole list of URLs and exports a CSV.
How to use UTM Link Builder
- Choose One URL or Many URLs and paste the landing page address or list.
- Pick a Preset, or type the Campaign source and Campaign medium yourself.
- Enter the Campaign name and, if needed, Campaign ID, term, content and source platform.
- Choose what to Replace spaces with and keep “Lowercase all values” on.
- Check the Likely GA4 default channel group, then copy the link, share it or download the CSV.
Tips for better results
- Agree on a naming convention (for example lowercase with underscores) and keep a shared list of sources and mediums.
- Use utm_content to compare two links in the same email, such as the header button and the footer link.
- Shorten long tagged links with a link shortener before printing them or using them in SMS.
- Use paid_social or cpc as the medium for paid campaigns so GA4 separates them from organic posts.
Common use cases
- Tagging every link in a newsletter so revenue can be traced to the email.
- Creating links for influencer or partner posts with one utm_content per partner.
- Generating tracked URLs for QR codes on flyers, packaging or posters.
- Tagging a list of product pages for a seasonal campaign in one go.
Common mistakes to avoid
- Adding UTM parameters to internal links on your own site, which restarts sessions and overwrites the real source.
- Mixing spellings such as Facebook, facebook and fb, which splits one source into three rows.
- Adding UTMs to Google Ads links that already use auto-tagging (gclid); manual tags can conflict with imported data.
- Putting personal data such as email addresses in UTM values, which breaks analytics terms and privacy rules.
Frequently asked questions
Which UTM parameters are required?
Analytics tools only need utm_source, but you should always set utm_medium and utm_campaign too. GA4 uses source and medium to assign the default channel group, and the campaign name to group reports.
What is utm_id for?
utm_id is a campaign identifier GA4 uses to join imported cost data with campaign traffic. Leave it empty unless you upload campaign cost data.
Are UTM values case-sensitive?
Yes. GA4 treats “Newsletter” and “newsletter” as different values, which is why lowercasing is on by default.
How accurate is the channel prediction?
It follows Google’s published GA4 default channel group rules in simplified form, using common lists of social, search and video sources. Edge cases can differ, so check your first results in GA4.
Feedback & suggestions
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