UTM link builder
Tag your links so you can tell which ad, post or email actually brought the sale.
Build your link
Pick a preset to fill the common fields, then change whatever you need.
GA4 treats Google and google as two different sources. Leave this on.
Your tagged URL
What each field is for
| Field | Answers | Example |
|---|---|---|
| Source | Which site or platform? | google, facebook, newsletter |
| Medium | What type of link? | cpc, paid_social, email |
| Campaign | Which push? | spring-implants |
| Term | Which keyword? | dental implants dubai |
| Content | Which version of the ad? | video-a |
Source and medium are the only two that GA4 really needs. Without them the visit gets filed under direct, which is where attribution goes to die.
Three rules that save you a lot of pain
- Keep it lowercase. GA4 is case sensitive.
Facebookandfacebookbecome two separate rows in your reports, splitting the same campaign in half. - Never tag internal links. Tagging a link between two pages of your own site restarts the session and wipes the original source. Only tag links coming into your site.
- Pick a naming pattern and stick to it.
spring-implantsandSpring_Implants_2026in the same account will cost you an afternoon later.
You usually do not need this for Google Ads
If auto-tagging is on — and it is by default — Google Ads adds a gclid that carries far
more detail than UTMs can, including keyword, match type and device. Adding UTMs on top can actually
overwrite it. Use this builder for everything else: social posts, email, partners, printed QR codes,
WhatsApp.
Common questions
Do UTM tags slow down my page or hurt SEO?
No. They are just query parameters. As a precaution make sure your pages have a canonical tag, so search engines do not treat the tagged version as a separate page.
Why does my traffic still show as direct?
Usually one of three things: the link was missing source or medium, the link was tagged between two pages of your own site, or the click came from an app that strips parameters. Check the medium is one GA4 recognises, such as cpc or paid_social.
Can I use spaces in a campaign name?
Avoid them. This tool turns spaces into hyphens automatically, because encoded spaces make links awkward to read and easy to break when pasted.
Want this checked on your real account?
A tool can only work with the numbers you give it. If you want someone to look at what is actually happening in your ad account, the first conversation is free.
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