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UTM builder
Add source, medium and campaign tags to your campaign link. See which GA4 channel it will land in before you share it, and catch the typos that split your reports.
Presets
Where the traffic comes from: google, facebook, newsletter.
The type of traffic: cpc, paid_social, email, social.
The campaign name: october-sale.
Used when importing ad cost data.
The keyword in paid search.
Tells apart ads or links within the same campaign.
YOUR LINK
Enter the page address and at least source, medium and campaign.
Tags are the language of your reports
A visitor arriving through an untagged campaign link blends into direct or referral traffic, and what the campaign brought in disappears. When the whole team uses the same naming, you can still read months later which newsletter or post brought customers, in a single table.
For printed material, turn the link into a code with the QR code generator, and measure what your ads return with the ROAS calculator.
Common questions
UTM parameters are tags added to the end of a link that tell your analytics where a visitor came from. With them, visitors reaching the same page from a newsletter, Instagram and a QR code on a leaflet show up separately in your reports.
Three are the core: utm_source (google, facebook, newsletter), utm_medium (cpc, email, social) and utm_campaign (the campaign name). utm_term holds the keyword in paid search, utm_content tells apart ads or links in the same campaign, and utm_id is used when importing cost data.
GA4 sorts source and medium values into channels with fixed rules. If the medium is something the rules do not recognise, such as “qr”, “print” or “story”, the traffic shows as Unassigned. The builder estimates the channel as you create the link; if you want to use an unrecognised value, set up a custom channel group in GA4.
Not if Google Ads is linked to GA4 and auto-tagging is on; GA4 takes the source from gclid. UTM tags can sit alongside auto-tagging for extra detail. For Meta, LinkedIn and email, UTM tags are how the traffic lands in the right channel.
No. A UTM tag on an internal link overwrites the visitor’s real source and corrupts your reports. Use UTM tags only on links pointing to your site from elsewhere.
GA4 compares values exactly, so “Facebook” and “facebook” become two sources. Writing every value in lowercase with hyphens between words keeps reports clean.
LET'S TALK
Let’s make clear which channel brings enquiries.
On the first call we look at the tracking that shows whether visitors from ads, email and social media turn into enquiries.
- Domain, accounts and source code in your name
- Scope and price in a written quote
- Design, development and ads with one contact