UTM Builder
Build UTM links for GA4 with presets for Meta, Google, LinkedIn, TikTok, email and WhatsApp.
Use UTM Builder
The GA4 channel is an estimate; custom channel groups, filters or auto-tagging may change it. Free, no sign-up. Runs in your browser; nothing you enter is uploaded.
How to use it
Add campaign tags to a link and see its expected GA4 channel.
- Paste your destination URL; existing UTM tags fill the fields.
- Pick a preset to fill Source and Medium.
- Enter a lowercase campaign name, like diwali-2026; reuse it across campaign links.
- Copy the tagged link into your ad, post, email or message.
How it works
link = page URL + ? + your own parameters + utm_source & utm_medium & utm_campaign (& utm_term & utm_content) + #section
Example
Ethnic-wear brand, India
An Indian ethnic-wear brand compares Instagram carousel and reel ads for Diwali.
- Website URL
- https://example.com/diwali
- Source
- Medium
- paid_social
- Campaign
- diwali-2026
- Content (optional)
- carousel-a
Questions
Which UTM parameters are required?
Source, medium and campaign are required here. Google recommends all relevant parameters, especially these three. Term and content are optional.
Are UTM parameters case sensitive in GA4?
Yes. GA4 counts utm_source=Facebook and utm_source=facebook as two sources. Use lowercase to keep reports consistent.
Which source and medium make GA4 count a visit as Paid Social?
Use a source on GA4’s social list, such as facebook, instagram, linkedin or tiktok. The medium must contain cp, be ppc or retargeting, or start with paid. The presets use paid_social.
Should I use meta or x as the source?
Use facebook or instagram for Meta, and twitter for X. Neither meta nor x is on GA4’s social source list.
Do I need UTM tags on Google Ads links?
Use the Google Ads preset if auto-tagging is off. Auto-tagging adds a click ID (gclid) and is on by default for new accounts.
How many recent links can I save?
Turn on saving to keep up to 10 recent links. Clearing site data clears the list.
Sources
- GA4: Default channel group rules (opens in a new tab)
Paid Social, Paid Search, Organic Social and Email rules. Checked 26 Oct 2026.
- GA4: URL builders and UTM parameters (opens in a new tab)
Parameter list, case sensitivity and lowercase advice. Checked 26 Oct 2026.
- Google Ads: About auto-tagging (opens in a new tab)
Auto-tagging is on by default for new accounts. Checked 26 Oct 2026.
- LinkedIn: Single image ad specs (opens in a new tab)
Destination URL up to 2,000 characters. Checked 26 Oct 2026.
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