Free UTM Builder for Google Ads, Meta and Email Campaigns
Create consistent campaign URLs with utm_source, utm_medium and utm_campaign, with warnings for the mistakes that split your GA4 reports.
https://example.com/landing-page?utm_source=google&utm_medium=cpc&utm_campaign=spring_saleWhat UTM parameters do
UTM parameters are tags added to a URL that tell GA4 where a visit came from: utm_source (the site, e.g. facebook), utm_medium (the channel type, e.g. paid_social), utm_campaign (your campaign name), and optionally utm_term and utm_content.
UTM rules I use for clients
Always lowercase, underscores instead of spaces, one naming convention shared by the whole team, and never add UTMs to internal links on your own site, because that starts a new session and breaks attribution. For Google Ads, keep auto-tagging (gclid) on; UTMs are optional there.
Frequently asked questions
Do I need UTMs on Google Ads if auto-tagging is on?
Not for GA4 attribution, because auto-tagging adds the gclid parameter and GA4 reads campaign data from your linked Google Ads account. Many teams still add UTMs for other tools such as a CRM.
What utm_medium should I use for Meta ads?
Use a value that matches GA4’s default channel rules, such as paid_social or cpc, together with utm_source=facebook or instagram. Keep it consistent across every campaign.
Why are my UTM campaigns split into several rows in GA4?
GA4 is case-sensitive, so Facebook, facebook and FB show as different sources. Force lowercase and agree on one naming convention to keep reports clean.
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