UTM Builder for GA4, Google Ads and Meta Ads
Build campaign URLs that GA4 reports correctly. Tag one link or paste hundreds, keep existing query strings and anchors intact, see which GA4 channel each link will land in, and create Google Ads ValueTrack templates and Meta URL parameters. Free, no signup.
- 100% free
- No signup
- Updated October 2026
Key Takeaways
A UTM builder adds tracking tags to a URL so Google Analytics can tell which campaign sent each visit. Google says to always set utm_source, utm_medium and utm_campaign; utm_id, utm_term, utm_content and utm_source_platform are optional. Values are case sensitive, so google and Google are reported as two sources.
- GA4 supports nine UTM parameters: utm_source, utm_medium, utm_campaign, utm_id, utm_term, utm_content, utm_source_platform, utm_creative_format and utm_marketing_tactic.
- Google says utm_creative_format and utm_marketing_tactic are not currently reported in GA4 properties.
- In GA4, Google Ads auto-tagging (gclid) is prioritized over manual UTM tags, so UTMs on Google Ads mainly help other tools.
- A Meta ad tagged with utm_medium=social lands in Organic Social in GA4; a paid medium such as paid_social or cpc puts it in Paid Social.
- Meta fills {{campaign.name}}, {{adset.name}} and {{ad.name}} with the names used when the ad was first published, even if you rename them later.
How to Use the UTM Builder
Paste your URL
Enter the landing page. Existing query strings and #anchors are kept, and the UTM tags go before the # where GA4 reads them.
Pick a preset or fill the fields
Presets set source and medium for Google Ads, Meta, Microsoft Ads, LinkedIn, email and newsletters. Add the campaign name and, if you need them, term, content and the extra GA4 fields.
Check the GA4 channel and warnings
The tool predicts the default channel group from Google's rules and warns about missing fields, mixed case, social mediums on paid ads and personal data in values.
Copy, export or switch modes
Copy the link or download a CSV. Use Bulk for many URLs, Google Ads for a ValueTrack tracking template, or Meta ads for the URL parameters field.
What UTM parameters does GA4 support?
From Google's URL builders help page:
| Parameter | What it records | Example |
|---|---|---|
| utm_source | The referrer | google, newsletter4, billboard |
| utm_medium | The marketing medium | cpc, banner, email |
| utm_campaign | Product, slogan or promo code | spring_sale |
| utm_id | Campaign ID | spring-2026-01 |
| utm_term | Paid keyword | emergency plumber |
| utm_content | Which creative or link was clicked | header-button, footer-link |
| utm_source_platform | The platform that directed the traffic, such as a buying platform | the buying platform |
| utm_creative_format | Type of creative (not currently reported in GA4) | display, video |
| utm_marketing_tactic | Targeting criteria (not currently reported in GA4) | remarketing, prospecting |
Google says to always use utm_source, utm_medium and utm_campaign, and that values are case sensitive.
Which GA4 channel will a UTM link show up in?
GA4 sorts each visit into a default channel group using source, medium and campaign name. A few rules from Google's channel definitions decide most links:
| utm_source | utm_medium | GA4 channel |
|---|---|---|
| cpc | Paid Search | |
| paid_social | Paid Social | |
| social | Organic Social | |
| youtube | cpc | Paid Video |
| any | display, banner or cpm | Display |
| a source GA4 does not recognize | cpc or paid | Paid Other |
| newsletter | ||
| any | affiliate | Affiliates |
| a source GA4 does not recognize | anything not in the rules | Unassigned |
Google counts a medium as paid when it matches cp, ppc, retargeting or starts with paid, so cpc, paid_social and paidsearch all count. A paid medium plus a campaign name containing shop or shopping matches the Paid Shopping rule, and a campaign name containing cross-network matches Cross-network. The tool runs these rules on every link you build.
How do you add UTM parameters to Google Ads?
First, know that Google says GA4 prioritizes auto-tagging over manual tagging. With auto-tagging on, GA4 takes Google Ads campaign data from the gclid, not from your UTMs. UTMs and ValueTrack keys still help your CRM, call tracking and other analytics tools. Put them in a tracking template at account, campaign or ad group level:
{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}&matchtype={matchtype}&device={device}
Google requires {lpurl} or another URL insertion parameter in templates at those levels, or landing pages break. What the ValueTrack parameters return:
- {matchtype}: e (exact), p (phrase), b (broad) or a (AI Max keywordless).
- {device}: m (mobile), t (tablet) or c (computer).
- {network}: g (Google search), s (search partners), d (Display), ytv (YouTube), x (Performance Max) and others.
- {keyword}: blank for Performance Max, Dynamic Search Ads and AI Max keywordless matches.
Demand Gen does not support {keyword}, {network}, {placement} or {targetid}. Performance Max fully supports {campaignid}, {assetgroupid}, {device}, the location parameters and {lpurl}. For tracking that feeds bidding, conversion setup matters more than UTMs; see how Clickem manages Google Ads.
How do you add UTM parameters to Facebook and Instagram ads?
In Ads Manager, open the ad, go to Tracking and use the URL parameters field. Meta appends these to the website URL and, per its help page, they override duplicate parameters already in that URL. Meta's dynamic parameters fill in values on each click:
utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_id={{campaign.id}}&utm_term={{adset.name}}&utm_content={{ad.name}}
- {{site_source_name}} returns fb, ig, an (Audience Network), msg (Messenger) or th (Threads).
- {{placement}} returns values such as facebook_feed, instagram_stories or threads_stream.
- Name parameters use the name from when the ad was first published. Renaming later does not change them, so name campaigns before you publish.
- Meta shows spaces in names as %20 in the URL.
Meta also says it may add campaign source, medium (paid), ad, ad set and campaign IDs to ad traffic automatically.
What are the best UTM naming conventions?
- Use lowercase everywhere. GA4 values are case sensitive, so Facebook, facebook and FB split one source into three rows.
- Pick one separator. Hyphens or underscores instead of spaces. Spaces become %20 or + and are easy to mistype.
- Source is the site, medium is the channel type. google / cpc, facebook / paid_social, newsletter / email. Do not put the campaign name in source.
- Use mediums GA4 knows. cpc, paid_social, display, email, affiliate, referral, social, organic, video, sms and audio all map to a channel. Anything else risks Unassigned.
- Never put personal data in a URL. No email addresses, names or phone numbers in any value.
- Keep anchors last. example.com/page?utm_source=x#pricing works; example.com/page#pricing?utm_source=x puts the tags inside the anchor, where they are not part of the query string. The builder places tags before the # for you.
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Frequently Asked Questions
Which UTM parameters are required?
None are technically required, but Google says to always use utm_source, utm_medium and utm_campaign. Without a medium, GA4 cannot place the visit in the right channel and it may show as Unassigned.
Are UTM parameters case sensitive?
Yes. Google says utm_source=google is different from utm_source=Google. Use lowercase for every value so one source is not split into several rows in GA4.
Do I need UTM tags on Google Ads if auto-tagging is on?
Not for GA4. Google says GA4 prioritizes auto-tagging over manual tagging, so campaign data comes from the gclid. UTMs and ValueTrack keys are still useful for CRMs, call tracking and other analytics tools.
What is utm_id in GA4?
utm_id is the campaign ID parameter. Google describes it as the ID used to identify a specific campaign or promotion. In Google Ads you can fill it with {campaignid}; in Meta with {{campaign.id}}.
What utm_medium should I use for Facebook ads?
Use a paid medium such as paid_social or cpc with utm_source=facebook. GA4 then reports the visits as Paid Social. With utm_medium=social, the same visits land in Organic Social.
Can I build UTM links in bulk?
Yes. Switch to Bulk, paste up to 1,000 URLs one per line, and the same tags are added to each. Add a comma and a value after any URL to give that line its own utm_content, then copy all or download a CSV.
Will UTM tags break my URL's existing parameters or #anchor?
Not with this builder. It keeps existing query parameters, replaces only the UTM keys you set, and adds the tags before the #, so anchors and in-page links still work.
Where do I paste Meta URL parameters?
In Ads Manager, in the Tracking section of each ad, in the URL parameters field. Meta appends them to the Website URL, and they override any duplicate keys already in it.
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