UTM campaign link builder
Create tracked links for ads, posts and emails so Google Analytics shows exactly which campaign brought each visitor.
What is a UTM link?
A UTM link is a normal web address with tags added (utm_source, utm_medium, utm_campaign, and optionally utm_content and utm_term). Analytics tools such as GA4 read the tags to report which campaign, channel and ad brought each visit.
Naming rules that keep reports clean
- Use lower case only, GA4 treats “Facebook” and “facebook” as different sources.
- Pick one word for each medium and stick to it: cpc, paid_social, email, organic_social.
- Name campaigns by goal and date: admissions_2027, diwali_offer_2026.
- Use utm_content to tell ad versions apart.
- Never put UTM tags on internal links within your own site.
Learn tracking properly in the analytics week of the course.
UTM questions
Do UTM tags change how my page looks?
No. Visitors see the same page. The tags are only read by analytics tools such as GA4.
Which UTM fields do I need?
Source, medium and campaign are the three that matter most in GA4 reports. Content and term are optional. Use content to tell ad versions apart and term to note a keyword.
Should I put UTM tags on links inside my own website?
No. Tags on internal links can overwrite the real source of a visit. Use them only on links that bring people to your site from outside, such as ads, emails and social posts.
Where do I see UTM results in GA4?
Open Reports, then Acquisition, then Traffic acquisition. Look at session source, medium or campaign.
Can I use capital letters or spaces?
Avoid both. GA4 treats “Facebook” and “facebook” as different sources, and spaces turn into odd symbols in a link. This tool lower-cases everything and uses underscores.