Free toolTOFU
UTM builder
The short answer
This free UTM builder creates tagged campaign URLs so GA4 knows exactly where each visit came from. Choose a preset — Meta, Instagram, Google, YouTube, LinkedIn, WhatsApp, email or influencer — or enter your own values, then copy the finished link.
Values are automatically lower-cased and spaces become underscores, so the same campaign never splits into several rows in your reports.
Your tagged URL
https://example.com/landing-page?utm_source=facebook&utm_medium=paid_social&utm_campaign=diwali_sale_2026&utm_content=ugc_video_v1
Values are lower-cased and spaces become underscores, so “Diwali Sale” and “diwali sale” never split into two rows in GA4.
Calculations run in your browser. Nothing you type is stored or sent anywhere. Outputs are planning estimates, not guarantees.
The naming convention we recommend
- utm_source — the platform:
facebook,instagram,google,whatsapp,newsletter - utm_medium — the channel type:
paid_social,cpc,email,messaging,referral - utm_campaign — the campaign:
diwali_sale_2026,launch_serum_v2 - utm_content — the ad or link variant:
ugc_video_v1,carousel_price - utm_term — the keyword, mainly for paid search
Write the convention down and share it with everyone who creates links — agencies, creators and your own team.
Common UTM mistakes
- Mixed case creating duplicate rows
- UTMs on internal links, which overwrite the real source
- Links through redirects or shorteners that strip parameters
- Tagging Google Ads links manually when auto-tagging is already on
- Different teams using different medium names for the same channel
UTM examples for common channels
| Channel | utm_source | utm_medium | utm_campaign |
|---|---|---|---|
| WhatsApp broadcast | crm | diwali-sale-2026 | |
| Instagram bio link | social | always-on | |
| Influencer link | creator-name | influencer | spring-launch |
| Email newsletter | newsletter | october-edition | |
| QR code on packaging | packaging | qr | insert-card |
See UTM parameters for definitions.
UTM parameters explained
| Parameter | Purpose | Example |
|---|---|---|
| utm_source | Where traffic comes from | meta, google, newsletter |
| utm_medium | Type of traffic | paid_social, cpc, email |
| utm_campaign | Campaign name | diwali_2026_sale |
| utm_content | Ad or link variant | video_hook_a |
| utm_term | Keyword or audience | running_shoes |
UTMs for WhatsApp, email and QR codes
Tag every link you control: WhatsApp broadcast links, email buttons, QR codes on packaging and print, and influencer links. Without tags, these visits show up as direct traffic and undervalue the channel.
Frequently asked questions
Do I need UTMs on Google Ads?
Not if auto-tagging is enabled — Google uses its own click ID. Most other channels need UTMs.
Do UTMs affect SEO?
Not when used on external campaign links. Don't add them to internal links on your own site.
Why does WhatsApp traffic show as direct?
Links opened from WhatsApp often lose referrer information. Tag WhatsApp links with UTMs so they're attributed correctly.
Are UTM parameters case-sensitive?
Yes. "Facebook" and "facebook" appear as different sources, so use lowercase consistently.
Should we use UTMs on internal links?
No. UTMs on internal links reset session attribution and distort reports.
Should we use UTMs on Google Ads?
Auto-tagging handles Google Ads; add UTMs only if other tools need them.
Can UTMs be used on QR codes?
Yes — add UTMs to the URL before generating the QR code.
More free tools
All toolsTerms behind the maths
Free growth audit
Find out where your budget is leaking.
Send us your ad account, analytics or site. Within 72 hours you get a written audit: tracking gaps, wasted spend, and the three moves we'd make first. No pitch deck.