ClicksBracket
Build a UTM linkUTM builder

Free UTM Link Builder

Add UTM parameters to any link and see which GA4 channel the visit will land in, before you spend a dollar sending traffic to it.

  • Presets for Google Ads, Meta, LinkedIn and email
  • Shows the GA4 channel for each link
  • Free, runs in your browser

Your tagged link

Fill in the page URL, source, medium, campaign to build your link.

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UTM Parameters Explained

UTM parameters are tags added to the end of a link so your analytics can tell which campaign sent each visit. Source, medium and campaign are the three every link needs.

utm_source (required)
Where the visit comes from: google, facebook, newsletter, linkedin. Use the same spelling every time.
utm_medium (required)
The type of traffic: cpc for paid search, paid_social for paid social, email, social, referral. GA4 uses the medium to pick the channel, so a standard value matters more than a clever one. Google: default channel group
utm_campaign (required)
The name of the promotion: spring-sale, webinar-june, brand-search. It is what you will filter by in reports.
utm_term (optional)
The paid keyword or audience, mostly for search ads you do not tag automatically.
utm_content (optional)
Which link or version was clicked, for comparing two ads or two buttons in the same email.

How to Build a UTM Link

Four steps, and the link is ready to paste into your ad, email or post.

  1. Paste the page you are sending people to

    Use the exact landing page, not your homepage, so the visit and the page line up in your reports.

  2. Pick a preset or fill in source and medium

    Presets use the values GA4 expects for Google Ads, Microsoft Ads, Meta, LinkedIn, email and your Google Business Profile.

  3. Name the campaign

    Short, lowercase and consistent: spring-sale, not Spring Sale 2026 FINAL. Leave clean-up switched on and we do this for you.

  4. Check the channel, then copy

    If the preview says Unassigned, change the medium to a standard value, or the visits will sit in a bucket nobody reports on.

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UTM Builder Questions

What is a UTM builder?
A UTM builder adds tracking tags (utm_source, utm_medium, utm_campaign and optional term and content) to the end of a link, so Google Analytics can tell which ad, email or post sent each visit. This one also shows which GA4 channel the visit will land in.
Which UTM parameters are required?
Source, medium and campaign. Term and content are optional: term is for paid keywords, and content tells two ads or two links in the same email apart.
Are UTM parameters case-sensitive?
Yes. GA4 treats Facebook and facebook as two different sources, which splits your reports. Keep every value lowercase; the clean-up option in this builder does it for you.
What medium should I use for Facebook and Instagram ads?
Use paid_social (or any medium starting with paid, or containing cp, such as cpc) with source facebook or instagram. GA4 then counts the visits as Paid Social. A medium of social counts as Organic Social instead.
Do I need UTM tags on Google Ads links?
Usually not. Google recommends auto-tagging, which passes the click ID to GA4 when the accounts are linked. Use UTM tags for everything else: Microsoft Ads, Meta, LinkedIn, email, QR codes and partners.
Should I use UTM tags on links inside my own website?
No. A UTM tag on an internal link starts a new campaign attribution mid-visit, so the visitor's real source is lost. Tag only links on other sites, in ads, emails and posts.
Do UTM parameters hurt SEO?
Not when used on links outside your site. Tagged URLs can get crawled, so make sure your pages carry a canonical tag pointing to the clean URL, which most sites already do.
Where do I see UTM data in GA4?
In Reports, Acquisition, Traffic acquisition. Change the primary dimension to Session source / medium or Session campaign to see each tag you used.

Find Out Where Your Ad Budget Goes

Tagged links show where visits come from. Our free PPC audit shows what they cost and which ones become leads, from your own account, in about a week.

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  • Whether your tracking counts the right leads, once
  • Your cost per lead against your industry's average
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