UTM Builder

Tag your links so Google Analytics shows exactly which post, ad or message brought each visitor.

Page URL

Source * (e.g. instagram, newsletter)

Medium * (e.g. social, email, cpc)

Campaign * (e.g. diwali_sale)

Term (paid keyword)

Content (ad or link variant)

Force lowercase (recommended; UTM values are case-sensitive)

Campaign URL

https://example.com/offer?utm_source=instagram&utm_medium=social&utm_campaign=diwali_sale

The five UTM parameters

utm_source: where the click came from (instagram, whatsapp, newsletter). Required.
utm_medium: the channel type (social, email, cpc, referral). Required.
utm_campaign: your campaign name (diwali_sale). Required.
utm_term: the paid keyword (optional).
utm_content: which ad or link variant (optional; great for A/B tests).

Always use lowercase. GA4 treats "Instagram" and "instagram" as different sources.
Use the same names every time. Keep a shared sheet of approved values.
Never add UTMs to internal links on your own site, because they overwrite the real source.

Where do I see UTM data?

In Google Analytics 4, under Reports → Acquisition → Traffic acquisition, with the Session source / medium or Session campaign dimension.

Do UTMs affect SEO?

No, as long as you use them only on external links (ads, social, email) and your pages have canonical tags.

Can I shorten UTM links?

Yes. A link shortener keeps the full UTM link behind a short, clean URL for social posts.