UTM link builder
Build consistent UTM links so you can see in GA4 which post, story or newsletter brought your visitors.
What is the UTM builder for?
You shared the same blog post in your Instagram bio, a LinkedIn post and your newsletter. When you look at your analytics, most of the traffic shows up as “direct” or “unknown”. UTM tags add a small ID card to each link so you can see which channel really works.
The first step towards growth without a bigger ad budget is knowing what works.
A consistent naming scheme
- Always lowercase: instagram, Instagram and INSTAGRAM are three separate rows in reports.
- Hyphens instead of spaces: october-blog is far more readable than october%20blog.
- Standard medium values: social, email, cpc, referral, display, affiliate. Values you invent yourself show up as Unassigned in GA4.
- A date in the campaign name: a pattern such as 2026-10-blog makes it easy to separate reports months later.
How to use it
- Pick a preset or fill in the fields yourself.
- Paste your destination URL; existing parameters and the # part are kept.
- Check the channel prediction, then copy the link.
Frequently asked questions
What is a UTM parameter?
Tags added to the end of a link that tell your analytics tool which source and campaign a visitor came from. utm_source names the source (instagram), utm_medium the medium (social) and utm_campaign the campaign (october-blog).
Why clean up capital letters and accented characters?
Google Analytics is case-sensitive: Instagram and instagram appear as two separate sources. Accented characters are also encoded in the link and become unreadable. Using lowercase, plain characters keeps reports clean.
What does the GA4 channel prediction mean?
Google Analytics 4 looks at utm_source and utm_medium to sort traffic into default channels such as Organic Social, Email and Paid Search. The tool applies a simplified version of these rules. If you use an unrecognised medium, traffic may appear as Unassigned; the prediction lets you see this in advance.
Should I use UTMs on my own site's internal links?
No. Adding UTMs to internal links restarts the visitor's session and wipes out the real source. UTMs are only for links that bring people to your site from outside.