UTM builder.
Tag your links so Google Analytics knows exactly which campaign sent each visitor. Pick where the link will be used, check the suggestions, copy the link, and see which GA4 channel it will land in.
Optional: content and term
Paste this into . Campaign, ad set and ad names are filled in by the platform when someone clicks.
Source, medium and campaign are the three you need. Keep the same naming every time so your reports stay clean.
Free, no sign-up. Everything is calculated in your browser.
How to use UTM tags.
UTM tags are short labels added to the end of a link. When someone clicks it, Google Analytics reads them and records exactly where that visit came from, so you can see which campaigns, ads and emails actually bring in leads and sales.
The five tags
- Source: where the link is shown:
facebook,newsletter,linkedin. - Medium: the type of traffic:
paid_social,email,cpc,display. - Campaign: the campaign name:
summer_sale_2026. - Content (optional), which ad or link:
video_a,header_button. - Term (optional): a keyword for paid search, or the ad set for social.
Rules for clean data
- Always lowercase. UTMs are case-sensitive, so "Facebook" and "facebook" show up separately.
- Use sources and mediums GA4 recognises. GA4 sorts traffic into channels such as Paid Social, Email and Display using source and medium. Paid Social needs a recognised social source (
facebook, notmeta) plus a paid medium likepaid_social. The builder shows the channel each link will land in. - Avoid “video” as a medium for ads: GA4 files it as Organic Video. Use
cpcfor YouTube ads andcpmfor programmatic video. - Pick a naming convention and stick to it: write it down and share it with anyone who creates links.
- Let ad platforms fill in names for you. Meta, TikTok and Microsoft Ads accept dynamic values, so every ad is tagged with its own campaign and ad name.
- Never tag links within your own site: it overwrites the visitor's real source.
Good tagging is the foundation of measuring what paid media really adds: see our measurement service, the guide to commercial alignment over channel metrics, and how to set up GA4 key events.
Keep calculating.
Tracking checker
Enter your website and see which pixels and tags it runs, what fires before cookie consent, whether Consent Mode v2 and ad click IDs work, and if you have server-side tracking.
Open tool →Costs & biddingCPM calculator
Calculate cost per thousand impressions from spend and impressions, and see the budget needed to hit a reach target.
Open tool →Costs & biddingCPA calculator
Work out cost per acquisition, conversion rate and CPC, and the maximum you can bid per click to hit a target CPA.
Open tool →UTM questions.
01What are UTM parameters?
UTM parameters are tags added to the end of a link, such as ?utm_source=facebook&utm_medium=paid_social, that tell Google Analytics where a visitor came from, so you can see which campaigns drive visits, leads and sales.
02Which UTM parameters do I need?
Source, medium and campaign are the essentials. Content and term are optional: content separates different ads or links in the same campaign, and term records a keyword or ad set.
03Why is my paid social traffic showing as Paid Other in GA4?
GA4 only files traffic as Paid Social when the source is a social site it recognises, such as facebook, instagram, tiktok or linkedin, and the medium looks paid, such as paid_social or cpc. A source like “meta” isn’t on GA4’s list, so it lands in Paid Other. Use facebook (or instagram) as the source for Meta ads.
04Should UTMs be lowercase?
Yes. UTM values are case-sensitive, so “Facebook” and “facebook” appear as two different sources in your reports. Keeping everything lowercase keeps your data clean.
05Do I need UTMs on Google Ads?
Usually not. With auto-tagging switched on, Google Ads adds its own click ID (gclid) and GA4 attributes the traffic automatically: adding UTMs as well can override that. UTMs matter most for social, email, partner and offline links.
06Can I use dynamic values in ad platforms?
Yes. Meta, TikTok and Microsoft Ads can fill in the campaign, ad set and ad names for you. Paste the URL parameters this tool gives you into the platform’s URL parameters (or tracking template) field, and every ad is tagged automatically.
07Can I use UTMs on links within my own website?
No. UTMs on internal links start a new session and overwrite the original source, so your reports lose track of where visitors really came from. Only use them on links pointing to your site from elsewhere.
From UTMs to the Conversions API, we make sure every campaign is measured properly, so decisions are based on real results.