Free tool · Generator
UTM link builder
Build clean, consistent UTM links for Meta ads, email, social and QR codes, so Google Analytics 4 reports every campaign correctly. Lowercase and spaces are fixed for you. Runs in your browser.
Build clean, consistent UTM links for Meta ads, email, social and QR codes, so Google Analytics 4 reports every campaign correctly. Lowercase and spaces are fixed for you. Runs in your browser.
The builder is the easy part. What breaks reports is three people naming the same thing three ways. Agree on a short list once: sources in lowercase (facebook, instagram, newsletter), mediums from a fixed set (paid_social, cpc, email, social, referral) and campaign names as topic_month_year. Write the list down and use it for every link.
UTM parameters are tags added to the end of a link (utm_source, utm_medium, utm_campaign, utm_term, utm_content) so Google Analytics 4 can tell which campaign, channel and ad a visit came from.
utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional: use content to tell ads or links apart, and term for keywords.
Yes. GA4 treats Facebook and facebook as two different sources, which splits your reports. This builder lowercases everything and replaces spaces with underscores.
Usually not. With auto-tagging switched on, Google Ads adds a gclid and GA4 picks up the campaign by itself. Use UTMs for Meta ads, email, social posts, influencers and QR codes.
A common setup is utm_source=facebook or instagram, utm_medium=paid_social and the campaign name in utm_campaign. Meta can also fill values dynamically with its own URL parameters.
Built by Maison Mint Marketing Agency, a performance marketing agency in Tallinn, Estonia, that runs Meta Ads, Google Ads, SEO and AI search visibility for growing brands in Europe and the US. Need a second pair of eyes on your numbers? Book a free 30-minute account review.
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