What are UTM parameters?
UTM parameters are tags added to the end of a URL that tell Google Analytics where a visitor came from. When someone clicks a tagged link, GA4 records the source, medium and campaign, so you can see which ads, emails and posts drive traffic and conversions.
| Parameter | Purpose | Example |
|---|---|---|
| utm_source | Where the traffic comes from | google, facebook, newsletter |
| utm_medium | The type of channel | cpc, paid_social, email |
| utm_campaign | The campaign or promotion | spring_sale |
| utm_term | Paid keyword (optional) | white_label_seo |
| utm_content | Ad or link variant (optional) | video_ad_a |
| utm_id | Campaign ID for data import (optional) | cmp_2026_04 |
How to use the UTM builder
- Paste the page URL you want to send people to.
- Pick a preset or type the source and medium.
- Name the campaign using a consistent format, for example
2026_q2_partner_launch. - Copy the link and use it in your ad, email or post.
Need many links? Switch to Bulk builder, paste one URL per line and download all of them as a CSV.
UTM naming conventions that keep reports clean
- Use lowercase everywhere. GA4 treats “Facebook” and “facebook” as different sources.
- Avoid spaces. Use underscores or hyphens and pick one.
- Match GA4’s default channel groups. Use mediums such as
cpc,paid_social,email,display,affiliateandreferralso traffic lands in the right channel. - Keep a shared sheet of approved sources, mediums and campaign names.
- Never tag internal links on your own site. It overwrites the original source of the visit.
Do you need UTMs on Google Ads?
If Google Ads is linked to GA4 with auto-tagging on, the gclid already attributes clicks correctly, so you do not need UTMs on Google Ads. Use UTMs for Microsoft Ads, Meta, LinkedIn, X, email, QR codes, partner links and anything else that GA4 cannot attribute automatically.
Frequently asked questions
What is a UTM builder?
A UTM builder adds tracking parameters such as utm_source, utm_medium and utm_campaign to a URL, so analytics tools like Google Analytics 4 can attribute visits and conversions to the right campaign.
Which UTM parameters are required?
Use utm_source, utm_medium and utm_campaign on every link. utm_term, utm_content and utm_id are optional.
Are UTM parameters case sensitive?
Yes. GA4 treats different capitalization as different values, which is why this tool can force everything to lowercase.
Do UTM parameters affect SEO?
No, as long as you only use them on external links such as ads and emails. Do not add UTMs to internal links on your own site.
Can I build UTM links in bulk?
Yes. Switch to Bulk builder, paste one URL per line, optionally add a comma and a utm_content value, then copy all links or download them as a CSV.
Where do I see UTM data in GA4?
In GA4 go to Reports, Acquisition, Traffic acquisition and change the dimension to Session source / medium or Session campaign.