Tag every link so GA4 shows what worked.
Add utm_source, utm_medium, utm_campaign, utm_term and utm_content to any URL. Presets for the channels service businesses actually use, lowercase enforcement and a history of your last links.
Build your link
The page the ad, email or QR code should land on. Only tag links pointing to your site from somewhere else, never links inside your own site.
Where the click comes from
Channel type: cpc, email, social, qr
The specific push
Paid keyword (optional)
Which ad or link (optional)
For GA4 cost import (optional)
Your tagged URL
Enter a valid website URL to start.
GA4: where to find this
Reports → Acquisition → Traffic acquisition. Switch the primary dimension to Session source / medium or Session campaign. Data shows within a few hours of the first click. For real-time checks use Reports → Realtime and look at the "first user source" card.
Recent links
Your last 10 links will appear here. Stored in this browser only.
How it works
Pick a channel preset or type your own source and medium, name the campaign, and the builder appends the UTM parameters to your URL. Values are lowercased and spaces become hyphens so GA4 does not split one channel into five. Your last ten links stay in this browser only; nothing is sent to a server.
Once the clicks are tagged, plug real conversion numbers into the website ROI calculator to see which channel pays. If organic search is the gap, see how we approach SEO for service businesses.
UTM Link Builder: common questions
What do utm_source, utm_medium and utm_campaign mean?
Source is where the click came from (google, facebook, newsletter). Medium is the channel type (cpc, social, email, qr). Campaign is the specific push (spring-sale-2026). GA4 groups traffic by these three, so keep the spelling consistent.
Should UTM values be lowercase?
Yes. GA4 treats 'Facebook' and 'facebook' as different sources, which splits your reports. The builder lowercases everything and replaces spaces with hyphens.
Should I add UTMs to links on my own site?
No. Internal UTMs overwrite the original session source in GA4 and you lose the real attribution. Only tag links that point to your site from somewhere else: ads, emails, social posts, QR codes, directories.
Where do I see UTM data in GA4?
Reports, then Acquisition, then Traffic acquisition. Change the primary dimension to 'Session campaign' or 'Session source / medium'. Data appears within a few hours of the first click.
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