UTM Builder: what it does
Paste the page you want to promote, fill in where the link will be shared (source), the type of channel (medium) and the campaign name, and copy a tagged link for Google Analytics 4, Matomo, Plausible or any analytics tool that reads UTM parameters. One-click presets for social, email and ads fill the source and medium that GA4 sorts into the right default channel (Organic Social, Email, Paid Search, Paid Social), so your traffic doesn’t end up in “Unassigned”. Values are lower-cased and spaces replaced by dashes, which keeps reports clean; links that already have a query string or a #section keep it. Turn any link into a QR code for print, and keep your last ten links in this browser for reuse. Nothing is uploaded: the builder runs entirely in your browser.
How to use it
- Paste the URL of the page you want to promote.
- Click a preset (Facebook, Newsletter, Google Ads…) or type the source and medium yourself.
- Add a campaign name, and optionally a term, content or campaign ID.
- Copy the tagged link, or turn it into a QR code for print.
Tips
- Source = the site or list (facebook, newsletter); medium = the channel type (social, email, cpc). Mixing them up is the most common UTM mistake.
- Pick one naming style and stick to it: summer-sale-2026, not Summer Sale / summer_sale / SummerSale in different posts.
- Use utm_content to compare two links in the same campaign, such as story-link and bio-link, or banner-a and banner-b.
- Never put UTM tags on links inside your own website: they restart the visit and hide where people really came from.
- Google Ads auto-tagging (gclid) already tracks ads: add UTMs to Google Ads only if you also use another analytics tool.
- For GA4 to show a visit as Organic Social, the medium must be “social” (or social-network, social-media, sm).
Frequently asked questions
What are UTM parameters?
Tags added to the end of a link (?utm_source=…&utm_medium=…&utm_campaign=…) that tell your analytics where a visitor came from. They don’t change the page; they only label the visit.
Which UTM parameters are required?
For clean reports use source, medium and campaign on every link. Term (paid keywords), content (to tell links apart) and ID (campaign ID, used for cost data imports in GA4) are optional.
Why does my traffic show as “Unassigned” in GA4?
GA4 couldn’t match your source and medium to a default channel. Use standard mediums: social for organic social, paid_social or cpc for ads, email for newsletters, referral or affiliate for partners. The presets here use values GA4 recognises.
Are UTM parameters case-sensitive?
Yes. “Facebook” and “facebook” appear as two different sources. That’s why the builder lower-cases everything by default.
Is my URL sent to your server?
No. The link is built in your browser and your recent links are stored only in this browser. “Forget” deletes them.