UTM builder.
Fill in the fields and get a link you can paste straight into the ad or the email. Values are lowercased on the way, because GA4 is case sensitive.
Your link
Fill in URL, source and medium.
Values are forced to lowercase: GA4 treats Facebook and facebook as two different sources.
01The five parameters
Source (utm_source) is where the traffic comes from: facebook, google, klaviyo. Medium (utm_medium) is what type of traffic it is: cpc, paid_social, email, sms. Those two are the only required ones.
Campaign (utm_campaign) names the campaign. Content (utm_content) separates ads or links inside the same campaign. Term (utm_term) is used mainly on search campaigns.
02The mistake that ruins reports
GA4 treats upper and lower case as different. Facebook, facebook and FaceBook become three sources, and the traffic splits into three rows that each look insignificant.
The same goes for spaces and special characters. This builder lowercases everything, replaces spaces with hyphens and strips characters that do not belong in a URL.
03Keep one convention
Decide your values once, write them down, and hold to them across channels. Six months of data with three conventions cannot be added up afterwards.
And leave UTMs off internal links. A link from your own front page to your own category page with UTMs starts a new session and attributes the sale to the wrong place.
Questions
Should I use UTMs on Google Ads?
Not if auto-tagging is on — the data comes through the click ID, and manual tagging can override it. Use UTMs on everything else: Meta, email, SMS, partnerships.
Do UTM parameters hurt SEO?
Not on ad links, which nobody indexes anyway. Avoid them on internal links and in shareable content, where they can create duplicates of the same page.
Read on
What are UTM parameters?
UTM parameters are tags on links that tell your analytics where traffic and sales came from. Without them, a chunk drowns in 'direct / unknown'.
What is GA4?
GA4 (Google Analytics 4) is event-based analytics across web and app. Flexible and funnel-oriented, but only as reliable as the setup behind it.
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