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UTM link builder for GA4
Add campaign tags to any link so Google Analytics 4 shows exactly which post, ad, email or WhatsApp message brought each visitor. Fill in the fields, then copy the finished link.
Your campaign link
Values are lower-cased and spaces become underscores, so the same campaign is never split into two rows in GA4.
The five UTM parameters
- utm_source: where the traffic comes from, such as instagram, facebook, whatsapp or newsletter.
- utm_medium: the type of channel, such as social, paid_social, email, cpc or referral.
- utm_campaign: the promotion or offer, such as diwali_sale_2026.
- utm_term (optional): the paid keyword.
- utm_content (optional): which ad, creative or link within the campaign, such as reel_a or story_b.
Keep a naming convention
UTM data is only as good as its consistency. Agree a short list of sources and mediums with everyone who shares links, keep a simple sheet of the links you create, and use the same campaign name across channels so GA4 can compare them side by side. GA4 groups traffic into default channels partly using utm_medium, so values like email, social, cpc and referral are easier to report on than made-up ones.
Where to find the results
In GA4, open the traffic acquisition report and change the primary dimension to session source / medium or session campaign. The Analytics & Measurement module walks through GA4 reports, Tag Manager and Looker Studio dashboards, and our WhatsApp marketing guide shows how to track WhatsApp campaigns.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a link, such as utm_source, utm_medium and utm_campaign. When someone clicks the link, analytics tools like Google Analytics 4 read the tags and report which source, channel and campaign brought the visit.
Do I need UTM tags on Google Ads links?
Usually not, if Google Ads is linked to GA4 with auto-tagging turned on, because the click ID already carries campaign details. Use UTM tags for links you share elsewhere: social posts, WhatsApp messages, emails, QR codes and influencer links.
Should UTM values be lower case?
Yes, it is good practice. GA4 treats 'Instagram' and 'instagram' as different values, which splits your reports. This tool lower-cases values and replaces spaces with underscores.
Can I use UTM links on my own website's internal links?
Avoid it. UTM tags on internal links can overwrite the original source of a visit and distort your reports. Use them only on links that bring people to your site from outside.