Free UTM builder for Google Analytics 4

The five UTM tags, in plain words

• utm_source is who sent the visit: google, facebook, newsletter.
• utm_medium is the kind of link: cpc for paid search, social, paid_social, email.
• utm_campaign is the offer or push: spring_sale, new_menu.
• utm_content tells two links in the same place apart, such as two buttons in one email.
• utm_term is the paid search keyword. Most small businesses can leave it empty.

Names that land in the right GA4 channel

GA4 sorts visits into channels such as Organic Social, Paid Social, Email and Paid Search by reading the source and medium. The presets use values GA4 recognises: social for normal posts, paid_social for ads, email for newsletters and cpc for Google Ads. A medium GA4 doesn’t know, such as qr, still shows in your source and medium report but sits under Unassigned in the channel report.

GA4 also treats Facebook and facebook as two different sources, which is why tidying to lowercase is on by default. Pick one spelling and keep it.

When not to use UTM tags

Don’t tag links between pages of your own website: the tag replaces where the visitor really came from, so your reports credit your own site instead of the post or ad that brought them. If Google Ads auto-tagging is on, Google tags ad clicks itself, so you only need the Google Ads preset when auto-tagging is off.