FAQ
UTM and campaign URL questions
Short answers for people who run Google Ads, Meta Ads, email, and GA4. If you need the long version, open a guide after the list.
FAQ
UTM builder questions
What does UTM stand for?
UTM stands for Urchin Tracking Module. Urchin was the analytics product Google acquired and turned into Google Analytics. The parameter names stayed.
What is a campaign URL builder?
A campaign URL builder (or UTM builder) takes a landing page and appends utm_source, utm_medium, utm_campaign, and optional tags so GA4, CRMs, and ad platforms can attribute the click.
Which three UTM parameters are required?
utm_source, utm_medium, and utm_campaign. If you omit campaign, GA4 still records a session but campaign shows as (not set).
What UTM should I use for Google Ads?
Keep auto-tagging enabled and link Google Ads to GA4. For a consistent name across channels use utm_source=google, utm_medium=cpc, and a campaign name that matches how you talk about the program. Optional: {keyword} in utm_term and {creative} in utm_content.
What UTM should I use for Meta Ads?
utm_source=facebook or instagram, utm_medium=paid_social, utm_campaign=the program name, utm_content=the ad or creative. Meta does not send gclid, so empty URLs often become Direct in GA4.
What is the difference between paid_social and social?
paid_social is for ads you paid for. social is for organic posts, bios, and stories. That split is how GA4 separates Paid Social from Organic Social.
Why is traffic Unassigned in GA4?
The medium usually does not match a default channel rule. Change ad, paid, banner, or promo to cpc, paid_social, email, display, or affiliate.
Are UTM values case sensitive?
Yes in GA4. Facebook and facebook are two sources. Use lowercase everywhere.
Can I put spaces in UTM values?
You can, but you should not. Spaces fragment reports and look ugly in URLs. Use hyphens or underscores and pick one for the team.
Should I UTM tag links on my own website?
No. Internal tags overwrite the original source. A paid search visitor who clicks a homepage banner can become utm_source=homepage.
How do I track email campaigns?
utm_medium=email, source is the ESP or list family (newsletter, klaviyo, crm), campaign is the send or flow, content is the button or link.
How do I generate many UTM links at once?
Use the bulk UTM generator. Enter lists of URLs, sources, mediums, and campaigns, or paste CSV rows, then export.
Does this site store my campaign URLs?
No server-side archive. Recent links can stay in your browser localStorage. Clear site data and they are gone.
Is the UTM builder free?
Yes. No account and no paid plan for the tools on this site.
Still stuck on a link?
Paste it in the UTM decoder, click ID inspector, or validator. Build a replacement in the campaign URL builder. Gate a launch with the checklist. Browse the full tool list. Read why track campaign traffic, when not to use UTMs, or why ads and GA4 disagree.