What is a UTM builder?
A UTM builder adds tracking tags to a link so GA4 (or any analytics tool) knows where a visit came from. Google has its own Campaign URL Builder, and it's fine, but it won't tell you that utm_medium=newsletter ends up as Unassigned in GA4. This one checks your values against the GA4 default channel group rules as you type, keeps your naming consistent, does bulk links, and makes a QR code for each link.
How to use this UTM link generator
- Paste your page URL. Existing query strings and
#anchorsare kept in the right place. - Pick a preset or fill the fields. Presets set a source and medium that GA4 classifies properly.
- Check the GA4 channel badge. It shows which default channel the link lands in and which rule matched. Fix anything in the warnings list.
- Copy, save or download the QR code. PNG for screens, SVG for print. Use Copy builder link to send the same setup to a teammate.
UTM parameters explained
| Parameter | What it means | Example | GA4 dimension |
|---|---|---|---|
utm_source | Who sent the visit: a site, newsletter or platform. Required. | newsletter, linkedin, google | Session source |
utm_medium | The type of channel. GA4 uses it (with source) to pick the channel. Required. | email, social, paid-social, cpc | Session medium |
utm_campaign | The campaign, promotion or launch. Required. | spring-sale-2026 | Session campaign |
utm_term | Paid keyword, or audience for social ads. | running-shoes | Session manual term |
utm_content | Tells apart links in the same campaign: ad creative, button, placement. | header-button, video-ad-a | Session manual ad content |
utm_id | Campaign ID. Lets you join GA4 data with cost data imports. | spr26-001 | Session campaign ID |
utm_source_platform | The platform that bought or managed the traffic. | Search Ads 360, Display & Video 360 | Session source platform |
GA4 also accepts utm_creative_format and utm_marketing_tactic, but Google says they aren't reported in GA4 right now, so I left them out.
GA4 default channel group rules for UTM parameters
GA4 checks these rules top to bottom and the first match wins. Matching ignores case. "Paid pattern" means the medium matches ^(.*cp.*|ppc|retargeting|paid.*)$, so cpc, cpm, paid-social and retargeting all count. Source lists (search, social, video, shopping sites) are maintained by Google; this tool knows the common ones.
| Channel | Rule (manual UTM tags) | Example that lands here |
|---|---|---|
| Cross-network | Campaign name contains cross-network | utm_campaign=cross-network-q4 |
| Paid Shopping | (Shopping site source or campaign name matches the shopping pattern) and medium matches the paid pattern | utm_source=google&utm_medium=cpc&utm_campaign=shopping-fall |
| Paid Search | Search site source and paid-pattern medium | utm_source=bing&utm_medium=cpc |
| Paid Social | Social site source and paid-pattern medium | utm_source=linkedin&utm_medium=paid-social |
| Paid Video | Video site source and paid-pattern medium | utm_source=youtube&utm_medium=cpv |
| Display | Medium is display, banner, expandable, interstitial or cpm | utm_medium=display |
| Paid Other | Medium matches the paid pattern (any other source) | utm_source=podcast-ad&utm_medium=paid |
| Organic Shopping | Shopping site source or campaign name matches the shopping pattern | utm_source=etsy&utm_medium=referral |
| Organic Social | Social site source, or medium is social, social-network, social-media, sm, social network or social media | utm_source=linkedin&utm_medium=social |
| Organic Video | Video site source, or medium contains video | utm_source=youtube&utm_medium=video |
| Organic Search | Search site source, or medium is organic | utm_medium=organic |
| Source or medium is email, e-mail, e_mail or e mail | utm_source=newsletter&utm_medium=email | |
| Affiliates | Medium is affiliate | utm_medium=affiliate |
| Referral | Medium is referral, app or link | utm_source=partner-site&utm_medium=referral |
| Audio | Medium is audio | utm_source=my-podcast&utm_medium=audio |
| SMS | Source or medium is sms | utm_medium=sms |
| Mobile Push Notifications | Medium ends with push, or contains mobile or notification, or source is firebase | utm_medium=web-push |
| Unassigned | Nothing above matched | utm_medium=qr, print, partner, newsletter |
The shopping pattern is ^(.*(([^a-df-z]|^)shop|shopping).*)$. It means a campaign named shoe-shop or eshop-launch gets pulled into a Shopping channel, while workshop doesn't. Easy to trip over, so the builder warns you.
UTM naming conventions that keep GA4 clean
- Lowercase everything. GA4 treats
LinkedInandlinkedinas two sources. - No spaces. Use hyphens (or underscores, just pick one). Spaces turn into
%20or+and get mangled when people copy links. - Keep a short list of mediums. email, social, paid-social, cpc, display, referral, affiliate, audio, sms. Anything else needs a custom channel group.
- Source is the who, medium is the how.
utm_source=linkedin&utm_medium=paid-social, notutm_source=paid&utm_medium=linkedin. - Put the date or quarter in the campaign.
webinar-2026-11sorts nicely and doesn't collide with next year. - Use utm_content to compare creatives.
video-avsvideo-b, orheader-linkvsfooter-link. - Never tag internal links. It restarts the session and wipes the real source.
- Write it down. Export the history CSV and keep it in a shared drive so the whole team uses the same names.
UTM parameters and GA4: FAQ
What are UTM parameters?
UTM parameters are tags you add to the end of a link, like ?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale. When someone clicks, analytics tools such as GA4 read them and record where the visit came from.
Which UTM parameters does GA4 need?
Google says to always use utm_source, utm_medium and utm_campaign. utm_term, utm_content, utm_id and utm_source_platform are optional. GA4 decides the channel mostly from source and medium.
Why is my campaign traffic showing as Unassigned in GA4?
Usually because utm_medium is a value GA4 does not recognise, such as qr, print, partner or newsletter. Use a medium from the GA4 default channel rules (email, social, paid-social, cpc, referral, affiliate, audio and so on) or build a custom channel group.
Are UTM parameters case sensitive?
Yes. GA4 reports Facebook, facebook and FACEBOOK as three different sources. Pick lowercase and stick to it.
Should I use UTM tags on Google Ads links?
Usually not. Turn on auto-tagging in Google Ads and link it to GA4. Auto-tagging gives more detail than manual tags. Use UTMs for every other platform.
What utm_medium should I use for a QR code on a flyer?
There is no print or QR channel in the GA4 default channel group, so any medium like print or qr lands in Unassigned. Keep a consistent value such as print and add a custom channel group in GA4 that maps it to an Offline channel.
Should I use UTM tags on internal links?
No. Tagging links between pages on your own site starts a new session with the tag values and overwrites the real source. Only tag links that live somewhere else.
Is this UTM builder private?
Yes. Everything runs in your browser. Links, history and CSV files never leave your device, and the page has no analytics or cookies.
Last updated October 2026. Channel rules checked against Google's GA4 help pages on 2026-10-21.