Free UTM builder

utm_source is who is sending the traffic: instagram, tiktok, google, klaviyo. utm_medium is the type of channel: social, cpc, email, organic. utm_campaign is the specific push: spring-sale, product-launch, black-friday. Those three are required for GA4 to attribute a session correctly.

utm_term and utm_content are optional. utm_term is mostly used for paid search keywords. utm_content is useful when you are running two versions of the same ad or two links in the same email and want to know which one people clicked, for example cta-top versus cta-footer.

Always lowercase. GA4 treats Instagram, instagram and INSTAGRAM as three different sources, which quietly splits your data across rows that should be one. Use hyphens, not spaces or underscores, inside a value: black-friday-2026, not black friday 2026.

Keep a short list of approved source and medium values and reuse them every time, rather than inventing a new one per campaign. A simple rule that works for most stores: source is the platform (meta, tiktok, google, klaviyo, sms), medium is the channel type (paid-social, organic-social, cpc, email, sms), and campaign is the only field that changes per push.

Tagging a link twice, once by you and once by an ad platform's own auto-tagging, which produces duplicate or conflicting parameters. Check the platform's auto-tagging setting before adding your own. Using different casing or spelling for the same source across campaigns, which fragments a channel into five rows in GA4 instead of one. Forgetting utm_medium, which is the field GA4 leans on most to decide whether a session counts as paid or organic.

Tagging internal links, like a link from your homepage to your own blog. UTM parameters are meant for traffic arriving from outside your site; using them internally can overwrite the original source of that session in some analytics setups.

In GA4, source and medium show up together under Acquisition reports as a single dimension, source / medium. Campaign name appears as its own dimension you can add to any report or explore. If a session arrives with utm parameters, GA4 uses them over its own automatic channel grouping, which is exactly why consistent naming matters: a typo becomes its own row and quietly under-reports the campaign you meant to track.