Free UTM builder for paid and owned media
Campaign URL generator
Tag landing pages for Google Ads, Meta Ads, email, and social so GA4 can tell those campaigns apart. Fill the form, copy the link, paste it into the ad or email. No account.
The rest of the utility set
The form above is one link. The full desk is for launches, messy pastes, click IDs, and a gate before Google Ads or Meta go live.
Bulk UTM generator
Expand sources, mediums, campaigns, and creatives into a CSV for ads or the ESP.
Decoder
Read one tagged URL. Destination, parameters, likely GA4 channel group.
Click ID inspector
See gclid, fbclid, msclkid — and whether UTMs are actually there.
UTM cleaner
Lowercase values and replace spaces on a URL you already have.
UTM compare
Diff two campaign URLs before you call them the same campaign.
Validator
Score missing fields, mixed case, and mediums that dump traffic into Unassigned.
Launch checklist
Twelve checks before the link spends money or goes to print.
Bulk decoder
Turn last month’s final URLs into a table you can audit.
GA4 channel checker
Likely default channel group for a source and medium pair.
QR codes
Booth, pack, or slide — stop arriving as Direct / none.
Campaign names
One utm_campaign string from initiative, period, and goal.
Templates
Email, search, paid social, affiliates, SMS, and print presets.
How it works
Three steps to a clean campaign URL
Name the destination
Paste the landing page. Existing query strings stay. We only rewrite UTM keys when you mean to.
Use names GA4 can eat
Source is the platform. Medium is the channel. Campaign is the initiative. Content is the creative — not a second novel.
Copy, batch, or print
One link, a matrix of eighty, or a code for the poster. History stays on this device.
For performance marketers
Why Google Ads and Meta need clean UTM links
Google Ads and Meta Ads already know what happened inside their own UIs. Your problem starts when those clicks hit a website that reports in Google Analytics 4. Without UTM parameters — or with sloppy ones — paid search, paid social, and email collapse into Unassigned, Direct, or three spellings of the same source.
A campaign URL is the landing page plus query tags. The required set is utm_source (the platform: google, facebook, newsletter), utm_medium (the channel type: cpc, paid_social, email), and utm_campaign (the initiative: spring-sale-2026). Optional tags are utm_term (keyword or audience), utm_content (creative or placement), and utm_id (a join key for a sheet or CRM). GA4 can also read utm_source_platform, utm_creative_format, and utm_marketing_tactic.
Google Ads
Leave auto-tagging on. Link the ads account to GA4 so gclid can import campaign detail. Add a final URL suffix or tracking template when you want the same human campaign name next to Meta and email. Standard values: utm_source=google, utm_medium=cpc. ValueTrack tokens such as {keyword} and {creative} belong in term or content. Full walkthrough: UTM parameters for Google Ads.
Meta Ads (Facebook and Instagram)
Meta does not send a gclid. If the URL has no UTMs, GA4 often shows Direct or Unassigned. Use utm_source=facebook or instagram, utm_medium=paid_social, one campaign name for the program, and content for the ad or creative. Do not use cpc on Meta if you care about the Paid Social channel group. Details: UTM parameters for Meta Ads.
Rules that keep reports comparable
Lowercase every value. No spaces. One campaign name per initiative. Never tag internal website links. Prefer mediums GA4 already groups: cpc, paid_social, social, email, display, affiliate. Avoid ad, banner, and promo. Written policy: UTM best practices. Definitions: what UTM parameters are.
Need a batch for a launch? Use the bulk UTM generator. Already have a messy link from Slack? Use the decoder, click ID inspector, or validator. Gate the spend with the launch checklist. More answers: UTM FAQ.
Guides
UTM tracking guides for GA4
Why track campaign traffic
What you lose when ads, email, and print land as Direct.
When not to use UTMs
Internal links and over-tagging that overwrite the real source.
Ads vs GA4 numbers
Clicks are not sessions. Here is the hole you can actually fix.
UTM best practices
Lowercase, no internal links, and mediums that map to channel groups.
Audit campaign URLs
Export live links, decode the list, fix what is spending.
Print and QR tracking
Offline pieces that should not open an untagged homepage.
Google Ads UTMs
Auto-tagging, gclid, ValueTrack, and when a suffix still helps.
Meta Ads UTMs
Facebook and Instagram: paid_social, URL parameters, channel groups.
UTM FAQ
Short answers on builders, Google Ads, Meta, email, and Unassigned.
FAQ
UTM builder questions
What is a UTM builder?
A UTM builder adds tracking parameters to a landing page URL so Google Analytics 4 can show which campaign sent the visit. You fill in source, medium, and campaign. The tool encodes them onto the link you paste into Google Ads, Meta Ads, email, or social.
Do I need UTM tags for Google Ads if auto-tagging is on?
Keep auto-tagging on and link Google Ads to GA4. That is the primary path. Add manual UTMs when you want the same campaign name in email, Meta, and Microsoft Ads, or when a CRM stores the landing URL but not gclid. Use utm_source=google and utm_medium=cpc.
What UTM values should I use for Meta Ads?
Use utm_source=facebook or instagram, utm_medium=paid_social, and one utm_campaign name for the program. Put the creative or ad set in utm_content. Do not use cpc on Meta if you want GA4 to file the session as Paid Social instead of Paid Search.
Which UTM parameters does GA4 support?
GA4 reads utm_source, utm_medium, utm_campaign, utm_id, utm_term, utm_content, utm_source_platform, utm_creative_format, and utm_marketing_tactic. Source, medium, and campaign should always be set together.
Why is my Google Ads or Meta traffic Unassigned in GA4?
Usually the medium does not match a default channel rule. Values like ad, paid, banner, or Paid Social with a space often land in Unassigned. Use cpc for search ads and paid_social for Meta, LinkedIn, and TikTok ads.
Should I tag internal website links with UTMs?
No. Internal UTMs overwrite the original session source. Tag only links that start off your site: ads, email, social, partners, QR codes, and SMS.
Is this UTM builder free? Do I need an account?
Yes, it is free. No account. Links you generate can stay in this browser. We do not keep a campaign archive on the server.
On this device
Links you already built
Saved in this browser only. We do not keep a copy on the server.