Free tools / UTM builder

UTM builder with a naming checker

Build campaign URLs with UTM parameters, and check the naming before it splits your GA4 reports. Free, and nothing leaves your browser.

Destination
Parameters
google, facebook, linkedin, newsletter
cpc, paid-social, email
lowercase, with hyphens
optional: keyword or audience
optional: which ad or link

Your tagged URL

Naming check

    Existing values

    Duplicate spellings

      What UTM parameters do

      UTM parameters are tags added to a link that tell GA4 and your CRM where a visit came from. utm_source, utm_medium and utm_campaign are the three you should always set; utm_term and utm_content are optional.

      A UTM naming convention that holds up

      • Lowercase everything. UTMs are case-sensitive, so Facebook and facebook report as two sources.
      • Hyphens, not spaces. Spaces turn into %20 and are easy to mistype.
      • One spelling per source. Pick facebook, not a mix of fb, facebook.com and meta.
      • Use mediums GA4 recognises. cpc, paid-social, email, display, social and referral map to GA4's default channels. Others can land in Unassigned.
      • Pass UTMs into your CRM. Capture them in hidden form fields so every lead keeps its source.

      Inconsistent UTMs are one of the most common findings in a marketing data audit, and the reason GA4 and CRM numbers drift apart.

      Questions people ask

      What is a UTM builder?

      A tool that adds UTM parameters to a URL so analytics tools can report which campaign, source and medium a visit came from.

      Are UTM parameters case-sensitive?

      Yes. GA4 treats Facebook and facebook as different values, so use lowercase consistently.

      Should I add UTMs to Google Ads links?

      Usually not. Google Ads auto-tagging (gclid) passes campaign data to GA4. Use UTMs for platforms without auto-tagging, such as LinkedIn, Meta, email and partners.

      More free tools: all drop-b tools.

      Find out what your UTMs are breaking.

      The audit checks your tracking, UTMs and CRM source fields together.

      Get the free audit