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UTM builder
Paste your page link, add your campaign details and copy a tagged link that GA4 can track. Presets fill in the source and medium for common channels.
Worked example.
A Leeds yoga studio is sending a spring offer email from Klaviyo and wants to see in GA4 how many visits the main button brings in.
- Page URL
- https://example.com/classes?level=beginner
- Preset
- Email (Klaviyo)
- utm_source
- klaviyo
- utm_medium
- utm_campaign
- Spring Offer
- utm_term
- Left blank (optional)
- utm_content
- Hero Button
The tool lower-cases the values, turns spaces into underscores and keeps the existing ?level=beginner, giving you this link to copy: https://example.com/classes?level=beginner&utm_source=klaviyo&utm_medium=email&utm_campaign=spring_offer&utm_content=hero_button
How it works.
The maths and the rules behind the tool, so you can check it yourself.
UTM parameters are short tags added to the end of a link. When someone clicks, GA4 reads the tags and records where the visit came from, so your email, social and print campaigns show up by name in your reports instead of being lumped in with direct or referral traffic.
utm_source, utm_medium and utm_campaign should be on every tagged link. utm_term and utm_content are optional: use term for paid search keywords and content to tell apart two links in the same email or two versions of an ad.
The builder lower-cases everything and turns spaces into underscores, because GA4 treats Email and email as different values. If your link already has a question mark, it adds the tags with an ampersand so the existing part keeps working. It also warns you if a required field is missing.
Tips.
Small changes that make the numbers more useful.
- Pick one naming style and stick to it. Using paid_social one month and social_paid the next splits the same channel into two rows in GA4.
- Use the presets to keep channels consistent: facebook or instagram with paid_social for Meta ads, tiktok with paid_social, klaviyo with email, google with business_profile for Google Business Profile posts, and print with qr for QR codes on printed items.
- Never add UTM tags to links between pages on your own site. They overwrite the real source of the visit, so sales get credited to your own website instead of the ad or email that brought people in.
- Google Ads auto-tagging usually tracks Google Ads clicks for you, so UTMs are optional there. Use them for everything else: social, email, print and partner links.
- Use utm_content to tell links apart. In an email with a top button and a footer link, tag them hero_button and footer_link to see which one people click, and test the final link before you send.
Questions, answered.
What are UTM parameters?
UTM parameters are tags you add to the end of a link, such as utm_source=klaviyo, to tell your analytics where a visit came from. GA4 reads them and shows the source, medium and campaign in your traffic reports. They do not change the page people land on.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the three to fill in on every tagged link. utm_term (often used for paid search keywords) and utm_content (to tell apart ads or links) are optional. Leave optional fields blank rather than filling them with placeholder text.
Do UTM parameters affect SEO?
No, UTM tags do not change how Google ranks a page. Use them on links in ads, emails, social posts and print, not on links within your own site. If a tagged link gets shared and indexed, a canonical tag on the page tells Google which address is the main one.
Where do I see UTM data in GA4?
Go to Reports, then Acquisition, then Traffic acquisition. Change the main dimension to Session source / medium or Session campaign to see your tagged traffic. New data can take a day or two to appear in standard reports, so check a new link by clicking it and looking for your visit in the Realtime report.
Do I need UTM tags for Google Ads?
Usually not. If your Google Ads account is linked to GA4 and auto-tagging is on, Google adds its own click ID (gclid) and GA4 picks up the campaign details automatically. You can add UTMs as well if you want, but keep auto-tagging switched on.
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