How to build UTM links
- Enter the page you want to link to. Put several URLs on separate lines to tag them all at once with the same campaign.
- Fill in
utm_source(where the traffic comes from, such as google or newsletter),utm_medium(the channel, such as cpc, email or social) andutm_campaign(the campaign name). Use the quick-fill buttons for common channels. - Optionally add
utm_termfor paid keywords,utm_contentto tell apart two links in the same email or ad, andutm_idfor a campaign ID. - Copy the tagged URL. Save it to the recent list and export the list as CSV to keep a record for your team.
Why consistency matters
UTM parameters tell Google Analytics, Matomo, Plausible, HubSpot and other tools where each visit came from, so you can see which newsletter, ad or social post actually brought customers. They only work if everyone uses the same values: UTM values are case-sensitive, so "Facebook", "facebook" and "fb" become three separate sources. This builder lowercases values and turns spaces into underscores by default, and warns when a medium does not match the names GA4 uses for its default channel groups (such as cpc, email, social, paid_social, display, referral and affiliate). Non-standard mediums often end up as "Unassigned".
Never add UTM tags to internal links on your own site: they overwrite the original source of the visit and break attribution. For short, shareable links, tag first, then shorten the result. Links are built in your browser and your saved list stays on your device.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the core trio and should always be set. utm_term, utm_content and utm_id are optional.
Do UTM parameters affect SEO?
No, as long as your pages have a canonical tag pointing to the clean URL, so search engines do not index tagged duplicates.
Should I use UTM tags for Google Ads?
If Google Ads is linked to GA4 with auto-tagging (gclid), you usually do not need them. Use UTM tags for other ad platforms, email and social.