utm_source
Where the traffic comes from: google, facebook, instagram, newsletter.
Free tool · no sign-up
Free UTM builder for Google Analytics
Add utm_source, utm_medium and utm_campaign to any link and see exactly where your visitors come from in GA4. The link is built right in your browser — nothing is sent or stored.
Build your campaign URL
Your link
Macros in curly braces, like {campaignid} or {{ad.name}}, stay as they are: the ad platform fills them in.
What each UTM parameter means
utm_medium
The type of channel: cpc, paid_social, email, social. GA4 uses it to group traffic into channels.
utm_campaign
The campaign or promotion name, such as spring_sale. Keep one naming style everywhere.
utm_id
The campaign ID. GA4 uses it to match imported cost data with your campaigns.
utm_term
The paid keyword or the audience that brought the click.
utm_content
The ad or link variant — to tell creatives and buttons apart.
Tips that keep your reports clean
Google Ads: keep auto-tagging on
Auto-tagging already tells GA4 about Google Ads clicks. If you add UTM tags, do it once through the final URL suffix instead of editing every ad.
Facebook and Instagram: use URL parameters
Put UTM tags in the ad's URL parameters field. Dynamic values such as {{campaign.name}} and {{ad.name}} are filled in by Meta.
Use lowercase everywhere
GA4 treats “Facebook” and “facebook” as two different sources. One style — one line in the report.
Never tag internal links
UTM tags on links inside your own site start a new session and overwrite where the visitor really came from.
How to use the UTM builder
- Paste the address of the page people should land on.
- Pick a preset or fill in the source, medium and campaign name yourself.
- Copy the link and use it in your ad, post, email or QR code.
- In GA4, open Reports → Acquisition → Traffic acquisition and choose the “Session campaign” dimension to see results.
Questions and answers
What is a UTM builder?
A UTM builder adds tracking parameters to a link, so analytics tools such as Google Analytics 4 know which source, channel and campaign brought each visitor.
Which UTM parameters are required?
For clean reports always set utm_source, utm_medium and utm_campaign. utm_id, utm_term and utm_content are optional.
Do I need UTM tags for Google Ads?
If auto-tagging is on and Google Ads is linked to GA4, Google Ads traffic is recognized without UTM tags. Many teams still add them through the final URL suffix for other tools and for consistency.
Is this UTM generator really free?
Yes. No sign-up and no limits. Links are built in your browser and are not sent or stored.
How do I keep UTM tags consistent across clients?
In AdAce Ads you set one UTM template per client for Google and Meta, and a UTM audit shows which ads carry missing or wrong tags.
Related guides
UTM parameters for Google and Facebook ads: client templates and audit
Define one UTM template per client for Google and Meta, render it into platform macros and audit which ads carry the right tags.
Google final URL suffix through approvals
Propose the client's UTM string as the final URL suffix of one or all Google campaigns — reviewed, reversible and eligible for auto policy.
UTM campaign results in GA4: sessions, key events and revenue
Join Google Analytics 4 data with ad spend by utm_id to see sessions, key events, revenue, cost per key event and ROAS per campaign.
Conversion tracking audit: Google tag, GA4, conversions and Meta pixel
Check a client's website for Google tag, GA4 stream, key events, Google Ads conversions, conversion linker, auto-tagging and Meta pixel.
Try it on your own accounts
Create a workspace, connect Google or Meta in a couple of clicks and see your accounts clearly. Changes follow your approvals or the policy you configure.