UTM builder: find out where your visitors come from
Enter your page address, choose where the link will be shared and get a link Google Analytics understands. Your page's own parameters and # stay exactly as they are.
Where the visitor comes from. Required.
The kind of channel.
The name of the promotion, so you can compare it with others.
Mostly for search ads. Optional.
Tells apart two links in the same campaign. Optional.
Your link
Enter the page address and choose where it will be shared, or fill in the fields.
What each parameter means
- utm_source
- Where someone came from: the website, app or list (facebook, google, newsletter). In GA4: “Session source”.
- utm_medium
- The kind of channel (social, email, cpc, qr). Together with source, it decides which channel the visit falls into in GA4. In GA4: “Session medium”.
- utm_campaign
- The specific promotion (black-friday-2026, grand-opening). This is how you compare campaigns. In GA4: “Session campaign”.
- utm_term
- The keyword of a search ad. Left empty on most links. In GA4: “Session manual term”.
- utm_content
- Which of the links in the same campaign was clicked: two versions of an ad, or two buttons in one newsletter. In GA4: “Session manual ad content”.
In Google Analytics 4 you'll find them under Reports → Acquisition → Traffic acquisition. Switch the table's dimension to “Session source / medium” or “Session campaign”.
- Keeps your parameters and #
- Presets that match GA4
- No sign-up
What UTMs are and what they tell you
UTM parameters are small labels at the end of a link, like ?utm_source=facebook&utm_medium=social. The page opens as usual, but Google Analytics reads the labels and records where the visitor came from.
Without them, a link from a newsletter, a Messenger chat or a QR code on a flyer often shows up as a direct visit, as if someone typed the address by hand. With UTMs you know which post, which email and which flyer brings you customers.
How it works
- 1
Enter the page address
Your home page or a specific page, like an offer or the booking form.
- 2
Choose where it will be shared
Facebook, Instagram, newsletter, QR on print or Google Business Profile: source and medium fill in by themselves.
- 3
Name the campaign
Lowercase with hyphens, e.g. january-sale. We warn you about capitals and spaces.
- 4
Copy the link
Put it in the post or the email, or turn it into a QR code. Visits show up in GA4 within a few hours.
Why it's worth tagging your links
Know what brings customers
See whether Instagram visitors book appointments or the newsletter brings orders, and invest where it pays off.
Measure print too
A QR code with UTMs on a flyer or shop window tells you how many people scanned it and what they did next on your site.
Less “unknown” in Analytics
Visits from email and messages no longer vanish into direct. Each channel's numbers get closer to reality.
Correct links first time, without breaking the page
One mistake in a link can open the wrong page or split your data across ten rows. The tool takes care of the details.
Keeps the page as it is
The link opens exactly the same page.
- Keeps existing parameters (?id=…)
- Keeps the # for a page section
- Replaces old UTMs instead of doubling them
Clean data in GA4
The same values for the same channel, every time.
- Presets for GA4's channels
- Warnings for capitals, spaces and symbols
- One-tap fixes
From link to QR
For anything you print.
- A preset for QR codes on flyers and cards
- Opens the QR tool with the link copied
- A separate campaign for each print piece
About UTMs
Do UTMs affect my Google ranking?
No. UTMs only matter to Analytics. As long as the page has a correct canonical tag, Google knows the UTM address is the same page as the normal one. Most modern websites, and every one we build, have it.
Should I use UTMs on links within my own website?
No. A UTM link starts a new traffic source in Analytics, so a visitor who came from Google and clicked an internal UTM link would be counted as coming from somewhere else. Use UTMs only on links you share outside your website.
Do I need UTMs for Google Ads?
Usually not. If your Google Ads account is linked to GA4 and auto-tagging is on, every click is recorded with all the campaign details. UTMs are for Facebook, Instagram, email, print and anything else that doesn't connect automatically.
Why do I see “Unassigned” in Google Analytics?
GA4 puts every visit into a channel based on its source and medium. If the medium doesn't match one of its rules (e.g. Social instead of social, or something of your own like qr), the visit lands in Unassigned. The presets here use values GA4 recognises, except for print, which has no channel.
Does it matter if I use capitals?
Yes. Analytics is case-sensitive, so Facebook, facebook and FB become three different sources. Always use lowercase with hyphens instead of spaces, and keep the same values for the same channel.
Your links are measured. Does the page convert?
UTMs tell you where visitors came from. If they don't book or buy, the problem is usually the page they land on. We help businesses turn more visitors into customers.