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Free UTM Builder for Google Analytics 4
This free UTM builder creates tracking links for Google Analytics 4 in seconds. Add your page URL and campaign details, and it builds a clean, lowercase link for your ads, emails, social posts, QR codes and Google Business Profile. It also warns you about the mistakes that send traffic to “Unassigned” in GA4. Everything runs in your browser, so nothing you type is sent to our server.
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How to Build a UTM Link
1
Paste your page URL
The page people should land on, such as your homepage, a service page or a special-offer page.
2
Pick a preset or fill in the tags
Presets for Google Business Profile, Facebook, Instagram, email, Google Ads, LinkedIn, text messages and QR codes fill in the source and medium for you.
3
Copy and use your link
Copy the finished link into your ad, email or profile. Your last eight links are saved in this browser so you can reuse them.
The UTM Parameters, Explained
GA4 reads six UTM tags. Source and medium decide which channel your traffic lands in, so get those two right first.
utm_source
Required
Where the traffic comes from: google, facebook, newsletter, yelp. Use the same spelling every time.
utm_medium
Strongly recommended
The type of traffic: cpc, email, social, paid_social, referral. GA4 uses it to sort visits into channels.
utm_campaign
Recommended
The promotion or offer, such as spring-sale or free-consultation. Lets you compare campaigns side by side.
Optional
Tells apart links in the same campaign: two ad images, or the header and footer links in one email.
utm_term
Optional
The paid keyword that triggered an ad. Mostly used for search ads that don’t use auto-tagging.
utm_id
Optional
A campaign ID. GA4 uses it to match cost data you import from ad platforms other than Google Ads.
Track Your Google Business Profile Visits
Google Analytics counts clicks from your Google Business Profile as ordinary organic search, so you can’t see how many visits come from Google Maps. Add a UTM link to the website button on your profile (for example utm_source=google, utm_medium=organic, utm_campaign=gbp-listing) and those visits show up as their own campaign.
Use the “Google Business Profile” preset above to build it in one click.
UTM Best Practices: A Checklist
Clean UTM tags make your reports easy to read. Messy ones split the same campaign into several rows that are hard to add up.
Naming Rules
- Always use lowercase
- Use hyphens instead of spaces
- Pick one spelling per source ("facebook", not "fb" and "Facebook")
- Write your naming rules down and share them with your team
Where to Use UTM Links
- Ads on Facebook, Instagram, LinkedIn and TikTok
- Email newsletters and email signatures
- Your Google Business Profile website and booking links
- QR codes on flyers, signs and business cards
Where Not to Use Them
- Links between pages on your own website
- Google Ads, when auto-tagging is on
- Web addresses people need to type or remember (use a short redirect instead)
Mediums GA4 Understands
- Paid ads: cpc or paid_social
- Email: email
- Organic social posts: social
- Partner and directory sites: referral or affiliate
Finding Results in GA4
- Go to Reports → Acquisition → Traffic acquisition
- Switch the table to "Session campaign" or "Session source / medium"
- Compare key events (conversions) by campaign
- Allow 24–48 hours for new data to appear
Keep Links Tidy
- Shorten long links before printing them or sending by text
- Click every link before a campaign goes live
- Keep a spreadsheet of the links you create
- Never put names, emails or other personal information in UTM tags
Need Help Tracking Your Marketing?
We set up Google Analytics 4, Google Tag Manager, call tracking and conversion tracking, so you know which ads, emails and listings bring in customers. Then we use that data to grow your SEO and Google Ads results.
UTM Builder FAQs
Answers about UTM links, Google Analytics 4 and campaign tracking.
What is a UTM builder?
A UTM builder adds tracking tags (UTM parameters) to the end of a web address, so Google Analytics can tell you exactly which ad, email or post sent each visitor.
Is this UTM builder free?
Yes. There’s no signup or limit. The tool runs entirely in your browser, and nothing you type is sent to or stored on our server.
What are UTM parameters?
UTM parameters are short tags added after a question mark in a URL, such as ?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring-sale. Google Analytics reads them and records where the visit came from.
Do UTM parameters hurt SEO?
No, as long as you use them only on links from outside your website, such as ads, emails and social posts. Make sure your pages have a canonical tag pointing to the clean URL (most SEO plugins add it automatically), and don’t add UTM tags to links between your own pages.
Why is my traffic showing as "Unassigned" in GA4?
GA4 shows traffic as Unassigned when the UTM medium is missing or isn’t one it recognizes. Use standard mediums such as cpc, email, social, paid_social, referral or affiliate, and always include utm_source.
Should I use UTM tags on Google Ads?
Usually not. If Google Ads auto-tagging is on (it is by default) and Google Ads is linked to GA4, the gclid tag already gives GA4 more detail than UTM tags. Use UTM tags for Microsoft Ads, Meta and other platforms.
Should UTM tags be uppercase or lowercase?
Lowercase. GA4 treats “Facebook” and “facebook” as two different sources, which splits your reports. This tool converts tags to lowercase by default.
How do I track my Google Business Profile in Google Analytics?
Add a UTM link to the website field of your Google Business Profile, such as utm_source=google&utm_medium=organic&utm_campaign=gbp-listing. Visits from Google Search and Maps profile clicks then appear as their own campaign in GA4.
Where do I see UTM results in GA4?
Open Reports → Acquisition → Traffic acquisition, then change the first column to “Session campaign” or “Session source / medium.” You can also add campaign dimensions to Explorations for deeper reports.