Free tool · UTM builder

Build a UTM link your reports can trust

Fill in source, medium and campaign to get a tagged URL for Google Analytics and GA4. Copy it in one click.

The full URL of the page you're sending traffic to.

Where your traffic is coming from.

The marketing channel type.

Use lowercase with hyphens. Example: black-friday-2025

Paid search keyword (optional).

Differentiates creatives in A/B tests (optional).

Complete the required fields to generate your link

UTM best practices

Always use lowercase

GA4 is case-sensitive. 'Google' and 'google' create two separate rows. Use lowercase consistently to keep reports clean.

Use hyphens, not spaces or underscores

Spaces become %20 in URLs and look messy. Hyphens (summer-sale-2025) are the industry standard for UTM values.

Tag every paid link

Untagged paid traffic lands in 'Direct' in GA4. If a link costs money to distribute, it should have UTM parameters.

Don't tag internal links

Adding UTM parameters to internal links overwrites the original source, making it look like all traffic came from your own site.

Agree on a naming convention

Pick a convention (e.g. cpc not paid-search, email not newsletter) and document it. Consistent names keep reports comparable over time.

Shorten long UTM links

Long UTM links look unwieldy in social posts. Use a link shortener (Bitly, etc.) after building your UTM URL - the full UTM string is preserved.

How to use the UTM builder

  1. Enter the full destination URL, including https://.
  2. Add the source, medium and campaign. These three are the minimum for clean reporting.
  3. Add term and content only if you need to separate keywords or creative versions.
  4. Copy the tagged URL and use it in your ad, email or social post.

Frequently asked questions

What is a UTM parameter?

A short piece of text added to a link so your analytics can tell which source, medium and campaign sent a visit.

Which fields are required?

Source, medium and campaign. Term and content are optional and mainly useful for paid search keywords and creative tests.

Are UTM values case-sensitive?

Yes. Google Analytics treats Google and google as different values, so pick lowercase and stick with it.

Will UTM tags show up in GA4?

GA4 reads UTM parameters automatically when a visitor lands on your site. You can find them in the traffic acquisition reports.

Should I tag internal links?

No. Tagging links within your own site can overwrite the original source of a visit and confuse your reports.

Go further with Crow

Track, test, and optimise the pages you're sending traffic to

UTM links tell you where traffic came from. Crow tells you why visitors didn't convert - and fixes it. AI-powered CRO analysis, A/B testing, and a visual page builder in one platform.