Google Analytics UTM builder

Build campaign links that Google Analytics 4 sorts into the right channel. This one starts as a newsletter link, with email as the medium, because GA4 counts any medium of email in its Email channel.

Free, no sign-up. Runs in your browser. Nothing you type or upload is sent to us or stored.

Page address

The page people land on, for example your shop or your Liite page.

Where are you sharing it?

Source (utm_source)

Where the link is shared: instagram, newsletter, google.

Medium (utm_medium)

The kind of channel: social, email, cpc, print.

Campaign (utm_campaign)

Term (utm_term, optional)

The paid keyword, for search ads.

Content (utm_content, optional)

Tells apart two links in the same post or email.

Tagged link

https://example.com/summer-sale?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale&utm_content=top_button

At a glance

Tags GA4 reads: utm_id, utm_source, utm_medium, utm_campaign, utm_source_platform, utm_term, utm_content, utm_creative_format and utm_marketing_tactic; Source: support.google.com, checked 2026-11
Not yet reported: utm_creative_format and utm_marketing_tactic are accepted but not currently shown in Google Analytics reports; Source: support.google.com, checked 2026-11
Always set: Google says to always use utm_source, utm_medium and utm_campaign; missing ones show as (not set); Source: support.google.com, checked 2026-11
Email channel: Source or medium is email, e-mail, e_mail or e mail; Source: support.google.com, checked 2026-11
Other manual channels: Display: medium display, banner, expandable, interstitial or cpm. Referral: medium referral, app or link. Affiliates: medium affiliate. SMS: source or medium sms; Source: support.google.com, checked 2026-11
Unassigned: The channel GA4 uses when no rule matches, for example a medium of print; Source: support.google.com, checked 2026-11
Where to see them: Reports > Acquisition > Traffic acquisition, with Session source / medium, Session medium, Session source or Session campaign; Source: support.google.com, checked 2026-11
Google Ads auto-tagging: Adds a gclid click ID to ad links, and GA4 gives auto-tagging priority over manual UTM tags; Source: support.google.com, checked 2026-11

See which link brought people to your page

Put your tagged links on a Liite page, or tag the link to your page itself. Liite's cookie-free analytics read UTM tags on every visit, so you can see which campaign sent people.

Make your free page

Google Analytics UTM builder: what to know

This page starts the UTM builder for this case. For every option and how to use it, see the UTM builder.

Pick the medium for the channel you want

Google Analytics 4 doesn't let you edit its default channel group, so the medium you type decides where a visit lands. email goes to Email, social to Organic Social, cpc or paid_social with a known source to a paid channel, referral to Referral and affiliate to Affiliates.

A medium GA4 doesn't recognise, such as print or qr, still records source and medium. It just shows as Unassigned in the channel report. That's fine if you look at source / medium, but pick a listed medium if your team reads the channel view.

Campaign ID and source platform

GA4 also reads utm_id, which joins your link to campaign data you upload, and utm_source_platform. The builder fills in the five common tags. Put any extra ones in the page address first; the builder keeps them and adds its tags after.

Google Ads links

Google Ads auto-tagging adds a click ID (gclid) to your ad links, and Google says GA4 gives auto-tagging priority over manual UTM tags. So with auto-tagging on, your utm_source and utm_medium on Google Ads links are ignored. Use the Google Ads preset (google / cpc) when auto-tagging is off.

Questions

Is this the same as Google's Campaign URL Builder?

It writes the same utm_ tags, so Google Analytics reads the links the same way. It also keeps any parameters already on your address, suggests lowercase names and saves your last 10 links in this browser.

Which UTM tags does Google Analytics 4 use?

Source, medium and campaign always; term and content when you need them; and utm_id and utm_source_platform for campaign data imports. utm_creative_format and utm_marketing_tactic are accepted but not reported yet.

Why is my tagged traffic in Unassigned?

The medium doesn't match any of GA4's channel rules. Use a listed medium such as email, social, cpc, referral or affiliate, or read the visits by Session source / medium instead.