How to use the UTM Builder
- Enter the URL you are promoting.
- Fill in utm_source, utm_medium and utm_campaign (required), plus optional utm_term and utm_content.
- The tracking URL and its parameters appear instantly.
- Press "Copy" and use it in ads, posts or newsletters — or turn it into a QR code.
Examples
Tracking link for a Facebook post
URL: https://example.com/sale
source: facebook | medium: social | campaign: Autumn Sale 2026https://example.com/sale?utm_source=facebook&utm_medium=social&utm_campaign=autumn_sale_2026What each UTM parameter means
| utm_source | Where the traffic comes from: google, facebook, newsletter |
|---|---|
| utm_medium | Marketing medium: cpc, social, email, referral, qr |
| utm_campaign | Campaign name, e.g. autumn_sale_2026 |
| utm_term | Paid keyword (optional) |
| utm_content | Distinguishes creatives in the same campaign, e.g. banner_a (optional) |
GA4's default channel grouping relies on utm_medium: cpc maps to Paid Search, social to Organic Social, email to Email. Inconsistent naming (Facebook vs facebook) creates separate sources, so keep everything lowercase.
Specs & key facts
| Parameters | utm_source, utm_medium, utm_campaign, utm_term, utm_content |
|---|---|
| Automatic fixes | Spaces to underscores, lowercase, keeps existing parameters, replaces duplicate UTMs |
| Required | source, medium, campaign (GA4 recommendation) |
| Works with | Google Analytics 4, Matomo and other UTM-aware analytics |
| Processing | In your browser |
| Price | Free, no sign-up |
FAQ
Should internal links have UTM parameters?
No. UTM tags on internal links start a new session and overwrite the original source, distorting your data. Use them only on external promotion links.
Does capitalization matter?
Yes. GA4 is case-sensitive, so Facebook and facebook appear as two sources. The tool lowercases values by default.
Do UTM parameters hurt SEO?
Not if your pages declare a canonical URL — search engines treat the tagged URL as the same page.