- Free, no sign-up
- GA4 channel shown
- Presets for Indian businesses
Free UTM Builder
Build campaign links GA4 can read: pick a preset (Business Profile, WhatsApp, newsletter, Instagram, LinkedIn, QR code on a flyer, Meta ads), fill the campaign name, copy the link. Values are kept lowercase with one separator, the tool shows which GA4 channel the visit will land in and which report shows each tag, and warns about tags that break. Tag ten placements at once, keep a sheet, make the QR code. No sign-up.
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Pick where the link sits, fill the page and the campaign, copy the link. Nothing leaves your browser.
In GA4 reports
Your naming convention
| Placement | Source utm_source | Medium utm_medium | Content utm_content | GA4 channel | Link |
|---|
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How to use it
A GA4-ready link in three steps
Pick where the link sits
Business Profile, WhatsApp, Instagram bio, LinkedIn, Facebook, YouTube, a directory, newsletter, SMS, a flyer QR, Meta ads. The preset fills the source and medium the way GA4's channel rules expect them, and says which channel the visit lands in.
Fill the page and the campaign
The landing page and one campaign name, lowercase, one separator; the tool keeps them that way and checks the spelling against the names you used before. In "Many placements", one campaign goes out on several links, a row each, with its own content tag.
Copy, place, check
Copy the link into the profile, the message or the email, or send it to the QR Code Generator for print. A day later, open Reports › Acquisition › Traffic acquisition in GA4 and look for the campaign row.
Built forClinics and shops with a Business ProfileWhatsApp and newsletter sendersAgencies tagging for clientsProfile links that AI answers cite
Quick answer
What is a UTM builder?
A UTM builder adds tags to a link, utm_source, utm_medium and utm_campaign at least, so Google Analytics 4 knows where a visit came from: the Business Profile button, a WhatsApp broadcast, the newsletter, an Instagram bio. Google's rules read the medium to file the visit under a channel, so the tags have to use words GA4 knows, spelt the same way every time, in lowercase. This builder keeps them that way, shows the channel each link lands in, and tags several placements of one campaign at once.
What each tag is for
Six tags, three of them required
| Tag | What goes in | Where GA4 shows it |
|---|---|---|
| utm_source | Where the link sits: google, whatsapp, newsletter, justdial | Traffic acquisition: Session source |
| utm_medium | The channel: organic, social, email, referral, cpc, sms | Traffic acquisition: Session medium, and the channel group |
| utm_campaign | The campaign name: diwali-checkup-2026 | Traffic acquisition: Session campaign |
| utm_content | Which button or creative in the same email | Manual campaigns report: Session manual ad content |
| utm_term | The paid keyword, or a note | Manual campaigns report: Session manual term |
| utm_id | A campaign ID, only if you upload campaign data | Session campaign ID |
Google says to always set source, medium and campaign; a missing one shows as (not set). Values are case sensitive: Facebook and facebook are two rows.
Which medium GA4 understands
The words that pick the channel
| Medium | Channel GA4 files it under | Use it for |
|---|---|---|
| organic | Organic Search (with a search engine as the source) | The Business Profile website button: source google |
| social, social-media | Organic Social | WhatsApp, Instagram bio, LinkedIn, Facebook page |
| Newsletters and one-off mails | ||
| referral, link | Referral | Directories, partner sites, a printed address |
| cpc, ppc, paid-social, paid-anything | Paid Search, Paid Social, Paid Video or Paid Other, by the source | Meta ads; Google Ads only with auto-tagging off |
| sms | SMS | Text messages |
| video | Organic Video | YouTube descriptions |
| display, banner, cpm | Display | Banner placements |
| affiliate | Affiliates | Affiliate links |
| anything else: qr, bio, wa, profile | Unassigned | Avoid, or add a custom channel group in GA4 for it |
Since May 2026 GA4 gives visits from AI assistants their own AI Assistant channel from the referrer, with the medium ai-assistant. You do not tag those; GA4 does it.
Links you should not tag
Three cases where tags do harm
Links between your own pages, because the tag overwrites where the visitor really came from. Google Ads with auto-tagging on, because the gclid already carries the data and Google asks you not to add both. Links on a one-page site where the parameters sit after the #, because GA4 never sees them; the tool moves them in front.
FAQ
Questions people ask
What are UTM parameters?
Tags added to a link so GA4 knows where a visit came from: source (where the link sits), medium (the channel), campaign (the name), plus content, term and id when they apply.
Which UTM parameters are required?
Google says to always set utm_source, utm_medium and utm_campaign. The rest only when they apply.
Are UTM parameters case sensitive?
Yes. Facebook and facebook are two rows in GA4. Use lowercase everywhere; the tool does it for you.
What should utm_medium be?
The channel: organic, social, email, referral, cpc, sms, display. GA4's channel rules read it, so an invented medium such as qr or bio lands in Unassigned.
What should utm_source be?
Where the link sits: google, instagram, whatsapp, newsletter, justdial. One spelling per platform, every time.
How do I tag my Google Business Profile link?
Source google, medium organic, campaign gbp-listing. The visits stay in Organic Search and get their own campaign row. Open the link from the profile once: profiles sometimes drop the tags when http and https, or www, differ.
Do UTM links hurt SEO?
No, when the page has a canonical tag to the clean URL. Never tag links between your own pages.
Where do I see UTM data in GA4?
Reports › Acquisition › Traffic acquisition for source, medium and campaign; the Manual campaigns report for term and content.
Should I use UTMs on Google Ads or Meta ads?
Google Ads with auto-tagging on: no, the gclid does it. Meta and other platforms: yes, manual tags with a paid medium such as paid-social.
Can I tag a WhatsApp or SMS link?
Yes: source whatsapp with medium social lands in Organic Social; source sms with medium sms lands in SMS.
What goes in utm_content and utm_term?
Content: which button or creative in the same email or post. Term: the paid keyword, or a note. Both show only in the Manual campaigns report.
Why does my UTM link lose its tags?
A redirect that drops the query string, a # before the parameters, or a Business Profile http versus https mismatch. The tool moves tags in front of the #; test the others by opening the link once.
Should I shorten UTM links?
For print and WhatsApp, yes. We run no shortener; our QR Code Generator makes the code for print, and a redirect on your own domain keeps the tags if it keeps the query string. Test one.
Keep going
More free tools and guides
- QR Code Generator: the flyer and counter link as a code.
- Hyperlink Generator: the HTML link for your newsletter or page.
- Canonical Tag Checker: the clean URL the tagged copy should point at.
- Measuring SEO (Intermediate, chapter 11) and the Business Profile (chapter 10), the GA4 guide and measuring AI visibility (GEO guide, chapter 8).
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Presets, lowercase, the GA4 channel shown. Free, no sign-up.