UTM Link Builder

What are UTM parameters?

UTM parameters are short tags added to the end of a link, like ?utm_source=facebook&utm_medium=paid_social. When someone clicks the link, analytics tools such as Google Analytics 4 read those tags and record where the visit came from. Without them, traffic from emails, WhatsApp messages, QR codes and many apps often shows up as "direct", and you cannot tell which campaign worked.

This UTM builder adds the parameters correctly, encodes special characters and keeps any existing query parameters in your URL.

The UTM fields explained

How to build a UTM link

1. Paste the page URL you want people to land on.
2. Fill in source, medium and campaign. Suggestions appear as you type.
3. Add term and content if you need them.
4. Copy the finished link and use it in your ad, email, post or bio.

Keep the box Convert values to lowercase ticked. Analytics treats "Facebook" and "facebook" as two different sources, which splits your reports.

UTM best practices

• Agree on a naming system and write it down so everyone on your team uses the same words.
• Never use UTM links on your own internal links. It resets the visitor's original source in your reports.
• Use clear campaign names with dates, like spring_sale_2026, so old reports still make sense.
• Shorten long links for print or SMS, or turn them into a QR code with our QR Code Generator, using medium "qr" so you can measure offline campaigns.

Google's help article on collecting campaign data with custom URLs lists how GA4 maps each parameter.

Example naming plan

Here is a simple plan many small businesses use. Source is the platform: facebook, instagram, google, newsletter or whatsapp. Medium is the type: paid_social, social, cpc, email or qr. Campaign is the offer and date: summer_sale_2026. Content separates versions of the same ad: video_a or image_b. Write your plan in a shared document so everyone uses the same values. Before sharing a link, make sure the landing page works and loads fast with the Redirect Checker and the Page Size Checker, and preview its share card with the Open Graph Preview.

Real examples for common campaigns

Keep a shared spreadsheet with these names so everyone in the team uses the same spelling. "Facebook", "facebook" and "fb" become three different sources in your reports.

How GA4 groups your traffic

Google Analytics 4 puts traffic into default channel groups such as Paid Social, Organic Social, Email and Referral, largely based on utm_medium and utm_source. If you use unusual medium names, your visits may land in "Unassigned". Google publishes the exact rules in its help article on default channel groups. Using standard values like email, cpc, social, paid_social and referral keeps your reports clean.

UTM links and QR codes

Offline marketing is hard to measure, but UTM links make it possible. Build a link here with utm_medium=qr and a source such as flyer or banner, then turn it into a QR code with the QR Code Generator. Every visit from that printed flyer will appear in your analytics with its own name. Use a different campaign or content value for each location, so you can see which flyer or poster performs best.

Mistakes to avoid

1. Never use UTM links on your own internal links. Clicking an internal UTM link starts a new session and overwrites the real source of the visit.
2. Do not put personal data such as email addresses or phone numbers in UTM values; analytics tools forbid it.
3. Avoid spaces. Use underscores or hyphens instead.
4. Do not forget the medium. A link with only a source is harder to group.

Shorten long links

UTM links can look long and messy in posts. Many social tools shorten them automatically, or you can use a link shortener. The tracking still works because the parameters are passed when the short link redirects. You can test that the final URL keeps its parameters with the Redirect Checker.

Example: tracking a WhatsApp broadcast

You send a weekly offer to customers on WhatsApp. Build the link with utm_source=whatsapp, utm_medium=messaging and utm_campaign=weekly_offer_oct. A week later, open GA4, go to Reports > Acquisition > Traffic acquisition and add the session campaign dimension. You can now see exactly how many visits, enquiries and sales came from that one broadcast and compare it with your Facebook and email campaigns.

Quick UTM checklist

• Always fill in source, medium and campaign.
• Use lower case only and the same names every time.
• Use underscores or hyphens instead of spaces.
• Never tag internal links on your own website.
• Never put personal information in UTM values.
• Keep a shared spreadsheet of every tagged link and where it was used.
• Test each link once before launching the campaign.

Last updated: October 25, 2026