UTM Link Builder
Fill in the campaign details and get a correctly encoded tracking URL. Values are checked against GA4 channel grouping rules.
The five UTM parameters
- utm_source — where the traffic came from:
google,facebook,newsletter. - utm_medium — the marketing channel:
cpc,email,social,display. - utm_campaign — the specific promotion:
spring_sale,product_launch. - utm_term — paid search keywords; optional elsewhere.
- utm_content — distinguishes ads pointing to the same URL, such as
text_ad_avstext_ad_b.
Why GA4 ignores some campaigns
GA4 assigns traffic to channels using a fixed list of source and medium combinations. If you invent a medium like paid_advertising, your traffic lands in Unassigned or Direct rather than Paid Search. Stick to recognised values: cpc, ppc, paid for paid search; display, banner for display; social, social-paid for social; email for email.
Consistency beats detail
UTM values are case-sensitive: Spring_Sale and spring_sale are two different campaigns in your reports. Pick lowercase, use underscores instead of spaces, and keep a shared spreadsheet of approved values. Most messy analytics accounts are messy because of inconsistent tagging, not missing tags.
Avoid tagging internal links
If you put UTM parameters on a link from your own homepage to your own product page, you overwrite the original source and start a new session. The visitor's real origin disappears. Only tag links you control outside your site.