How to use the utm link builder
- Paste the landing page URL. Any query parameters already on it are kept.
- Fill in utm_source (required), utm_medium and utm_campaign, plus term, content and id if you use them.
- Fix any warnings about capital letters or spaces, or switch on automatic lowercase and space replacement.
- Copy the tagged URL, or switch to bulk mode to create many variations at once and download them as CSV.
- Save common source and medium combinations as presets in your browser for next time.
Worked example
Tagging a newsletter link
Base URL https://example.com/landing-page with source newsletter, medium email and campaign spring_sale becomes https://example.com/landing-page. The existing ref parameter is kept.
How it works
The URL is parsed with the browser’s standard URL parser (https:// is added when the scheme is missing). Existing utm_ parameters are removed, then the new values are appended in the order source, medium, campaign, term, content, id. Values are percent-encoded; spaces become %20. The fragment (#section) stays at the end. Bulk mode applies the same process to each comma-separated line.
Assumptions
- Presets are stored only in your browser’s localStorage and are never sent to a server.
- The tool does not check that the landing page exists or that redirects keep the parameters.
Frequently asked questions
Which UTM parameters are required?
utm_source is required for GA4 to attribute the visit. utm_medium and utm_campaign are strongly recommended so traffic lands in the right channel group and campaign report. utm_term, utm_content and utm_id are optional.
Are UTM values case sensitive?
Yes. GA4 treats “Email” and “email” as different values, which splits your reports. Use lowercase consistently; the builder can convert values for you.
Should I use UTM tags on internal links?
No. Tagging links between pages of your own site starts a new session with the tagged source and overwrites the original attribution. Use UTMs only on links from external places.
Do UTM tags work with Google Ads auto-tagging?
Auto-tagging adds a gclid parameter that GA4 uses for Google Ads attribution. Manual UTMs can coexist, but if both are present GA4 settings decide which wins. Keep an eye on the warning if a gclid is already in the URL.
Limitations
- Does not shorten links or track clicks.
- Cannot detect redirects on your site that strip query parameters; test the final link.