Free tool
UTM link builder for Google Analytics 4
Build campaign links that GA4 files correctly: source, medium, campaign and the six other parameters it recognises. Values are tidied so they stay identical from one link to the next, and the builder flags what would distort your reports. Nothing is sent: everything happens in your browser.
The three parameters to always fill in
Where the click comes from: the platform, site or newsletter carrying the link.
The channel type: email, cpc for a pay-per-click ad, social for a post.
The name of the operation, identical on all its links.
Additional parameters
The key for importing data into GA4, costs for example: the campaign's ID in your tool.
The variant clicked: two links in one email, two visuals in one ad.
The paid keyword, for a search engine ad.
The tool delivering the campaign, when it differs from the source.
Recognised by GA4, not yet shown in its reports.
The targeting approach, for example remarketing or prospecting. Recognised by GA4, not yet shown in its reports.
Enter the page address, then the source, medium and campaign.
The nine parameters GA4 recognises
| Parameter | Use |
|---|---|
| utm_source | The referrer: google, newsletter, linkedin. |
| utm_medium | The medium: cpc, email, social, display. |
| utm_campaign | The campaign, product, offer or promo code. |
| utm_id | The campaign ID, the key for data import in GA4. |
| utm_source_platform | The platform sending the traffic. |
| utm_term | The paid keyword, shown in the manual term dimension. |
| utm_content | The creative or link clicked, shown in the manual ad content dimension. |
| utm_creative_format | The creative's format. Not yet shown in GA4. |
| utm_marketing_tactic | The targeting: remarketing or prospecting. Not yet shown in GA4. |
One convention for the whole team
- All lowercase, no accents, with hyphens: automatic tidying does it for you.
- A closed list of mediums shared by the whole team: email, cpc, social, display, referral.
- The source names the sender (google, linkedin, newsletter), never the channel type.
- One campaign name on every link of the operation, with the year or month.
- utm_content to tell apart two links in one email or two visuals in one ad.
Google Ads: auto-tagging first
Google Ads auto-tagging adds a gclid parameter to each click. When a link carries both gclid and UTMs, GA4 keeps the auto-tagging values for its source dimensions; the UTMs stay readable in the manual dimensions. Keep UTMs for Meta, LinkedIn, emails and partner links.
Frequently asked questions
Campaigns measured through to the enquiry
UTMs say where a visit comes from. To know which campaign brings clients, measurement has to reach the enquiry and the signed quote: that is what we set up with you.