Analytics and measurement
UTM Builder for Google Analytics 4
Add campaign parameters to one URL or a list of them, and catch the mistakes that split your reports.
Runs in your browser; nothing is uploaded. · Free, no account · 2 min
Campaign parameters
Tidy the values
Importing a saved run into your account is coming soon. Until then, your last runs stay in this browser only, and you can download your files.
How to use
- Paste the destination URLs, one per line.
- Fill in at least the source, the medium and the campaign name.
- Choose whether to make values lower case and what to do with spaces.
- Copy the tagged URLs and read the notes about anything worth fixing.
What it checks and how it works
The parameters are the ones Google lists on its URL builders page: utm_id, utm_source, utm_medium, utm_campaign, utm_source_platform, utm_term, utm_content, utm_creative_format and utm_marketing_tactic. Google says to always use utm_source, utm_medium and utm_campaign, and the tool warns when one is missing. Values are case sensitive in GA4, so Meta and meta become two rows; lower case is the safe default. Existing utm parameters on a link are replaced and the #fragment stays at the end.
GA4's default channel group reads the medium (for example email, organic, social, cpc, referral) together with the source, so a custom medium can end up in Unassigned unless a custom channel group catches it; the tool tells you when your medium is not one the default rules look for. Google also notes that utm_creative_format and utm_marketing_tactic are not currently reported in Google Analytics properties.
Sources
- Google Analytics Help: URL builders, collect campaign data with custom URLs opened 29 Oct 2026
- Google Analytics Help: Default channel group opened 29 Oct 2026
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Questions
About this tool
Google says to always use utm_source, utm_medium and utm_campaign. utm_id, utm_source_platform, utm_term, utm_content, utm_creative_format and utm_marketing_tactic are optional.
GA4 treats values with different capitalisation as different values, so Facebook and facebook would be separate rows in a report. Google's guidance recommends one consistent lower-case convention.
Generally no. A utm parameter on an internal link can start a new session and overwrite the real source of the visit. Use them on links that bring people from outside, such as emails, ads and partner links.
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