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UTM campaign link builder

Build tagged campaign links that GA4 can actually read. Fill in the fields and copy the result, or paste a list and tag everything at once. Keeping your source and medium names consistent is the whole trick, so the tool lower cases everything and swaps spaces for underscores unless you tell it not to.

Website URL Required

The page you want people to land on. Include https://.

Campaign source Required

Where the click came from.

Campaign medium Required

What kind of traffic it is.

Campaign name Required

The name of the thing you are running. Reuse the same name across every channel in that campaign.

Campaign term

Campaign content

Campaign ID

Options

Force lower case Replace spaces with underscores Keep any query string already on the URL

Your tagged link

0 characters

Add a URL to get started.

One link per line

Format is url, source, medium, campaign. Anything after the third comma is treated as the campaign name. Blank lines are ignored.

Paste your lines above and press Build links.

What each parameter does

Five of the seven fields above are read by GA4 without you configuring anything. utm_source becomes Session source, utm_medium becomes Session medium, utm_campaign becomes Session campaign, utm_term fills Session manual term and utm_content fills Session manual ad content. GA4 also reads utm_id and maps it to Session campaign ID, which helps if you are matching traffic back to a campaign in your ad account.

Source, medium and campaign are the ones to always fill in. Term and content are optional. Most people use content to tell two versions of the same ad apart, and term for a paid keyword.

Why lower case stops your reports splitting

GA4 treats Facebook and facebook as two separate sources. Tag half your ads one way and half the other, and your campaign report shows two rows for the same campaign with the numbers split between them. Nobody spots it until they are trying to work out which ad paid for itself. Keep everything lower case, use underscores instead of spaces, and write your agreed values down somewhere the rest of the team can see them. A boring shared sheet listing the approved sources and mediums will save you a lot of unpicking later.

A worked example

Say you are running a Facebook ad for a spring boiler service offer. Source is facebook, medium is paid_social, campaign is spring_boiler_service, and content might be video_a so you can compare it with video_b next month. Paste that link straight into the ad.

Now the van. You want a QR code on the back panel pointing at your contact page. Source is van_qr, medium is print, campaign is van_livery_2026. Scans from printed material usually turn up in GA4 as direct traffic, so without the tag you would have no way of knowing the van did anything at all. Keep the URL short before you generate the code, because a long URL makes a denser pattern that scans badly from the other side of a car park.

What not to tag

Never put UTM parameters on links between pages of your own site. GA4 reads an incoming campaign tag as a brand new campaign arriving, so it closes the session you already had and starts a fresh one. Your referral paths break, your pages per session drops, and the conversion gets credited to the wrong place. Use these links only where the click starts somewhere else: ads, emails, social posts, partner sites, QR codes and print.

One more habit worth keeping. Do not put anything in a UTM value that you would not be happy seeing in public, since these parameters sit in the address bar and get shared, copied and indexed.