UTM Builder
Short answer
Build campaign links with UTM parameters and see which GA4 channel the visits will fall into.
Quick fill
Where the visit comes from, e.g. newsletter, facebook, google
The type of link, e.g. email, social, cpc
e.g. spring_sale
Paid search keywords
Tells apart ads or links within the same campaign
Your tagged URL
Enter a website URL to see the tagged link.
Likely GA4 channel: —
Based on GA4's default channel rules. GA4 compares the source with its own lists of search, social, video and shopping sites; this preview knows only the common ones.
- Fill in utm_source, utm_medium, utm_campaign — GA4 needs source, medium and campaign name to attribute the visit to your campaign.
Everything runs in your browser.
What It Does
Builds a campaign link by adding UTM parameters (source, medium, campaign and the optional GA4 fields) to your URL, and shows which GA4 default channel the visits are likely to fall into. It warns about capital letters, spaces and source/medium pairs that GA4 would leave as Unassigned.
Why It Matters
GA4 uses utm_source, utm_medium and utm_campaign to credit a visit to your campaign, and it sorts visits into channels such as Email or Organic Social based on source and medium. Values are case-sensitive, so "Email" and "email" become two rows, and a medium GA4 doesn't recognise ends up as Unassigned. Consistent tags keep your reports readable.
How It Works
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Enter the page URL
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Fill in source, medium and campaign name, or start from a quick-fill preset
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Add term, content, ID or the other GA4 parameters if you need them
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Copy the tagged URL and check the channel preview and warnings
Sample input + output
url: https://example.com/pricing source: newsletter · medium: email · campaign: spring_sale
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale Likely GA4 channel: Email
Who Uses This
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Email marketer
Tag every link in a newsletter with the same source, medium and campaign so the visits show up under Email in GA4.
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Social media manager
Tell apart visits from a LinkedIn post and from an Instagram bio link in the same campaign.
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Marketing consultant
Check that a client's paid social links use a medium that GA4 counts as Paid Social.
Frequently Asked Questions
Which UTM parameters does GA4 need?
Use utm_source, utm_medium and utm_campaign on every tagged link. utm_id, utm_term and utm_content are optional, and GA4 also accepts utm_source_platform, utm_creative_format and utm_marketing_tactic.
Are UTM values case-sensitive?
Yes. GA4 reports "Facebook" and "facebook" as two different sources, so choose lowercase and stick to it.
Why would my visits show as Unassigned?
GA4 picks a channel from the source and medium. If the pair matches none of its default channel rules, for example medium=newsletter, the visits are Unassigned. Use a medium such as email, social, cpc or referral.
How accurate is the channel preview?
It follows GA4's default channel rules. GA4 also compares the source with its own long lists of search, social, video and shopping sites; the preview knows only the common ones, so GA4 may group a less common site differently.
Does the tool store my links?
No. The link is built in your browser, and nothing is sent or saved.