How to use the UTM Builder
- Paste the page URL. Use the full address of the page people should land on, starting with https://.
- Pick presets. Choose the network to fill utm_source and the post type to fill utm_medium: social for organic posts, paid_social for ads, email for a newsletter.
- Name the campaign. Type a campaign name such as spring-launch. Values are lowercased with hyphens when you leave a field, so reports do not split one campaign in two.
- Copy one link or one per network. Copy the link, check the GA4 channel it should land in, or tick several networks to get a matching link for each.
GA4 channels and UTM rules
How the channel is predicted
The prediction follows the GA4 default channel group rules in Google Analytics Help for manual (UTM) traffic. Email: the source or medium is email, e-mail, e_mail or e mail. Organic Social: the medium is social, social-network, social-media, sm, social network or social media. Paid Social: the source is a social site and the medium matches cp, ppc, retargeting or starts with paid.
GA4 also recognises social sources from its own list, and evaluates channels in a fixed order. This tool does not reproduce that list, so it only predicts the three channels above and says when it cannot tell.
Building the link
Links are built by the same code as the Campaign Link Builder: http and https only, no user names or passwords in the URL, values up to 200 characters, any existing UTM values replaced, and other query parameters and #anchors kept. Everything runs in your browser.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a link, such as utm_source=instagram, utm_medium=social and utm_campaign=spring-launch, joined with & after a ?. When someone clicks, Google Analytics 4 reads them and records where the visit came from. GA4 uses utm_source, utm_medium, utm_campaign, utm_term and utm_content.
What utm_medium should I use for social media?
For organic posts, "social". GA4's default channel group files a visit as Organic Social when the medium is social, social-network, social-media, sm, social network or social media. For ads, use a paid medium such as paid_social or cpc, which matches GA4's Paid Social rule when the source is a social site.
Are UTM values case sensitive in GA4?
Yes. GA4 reports "Instagram" and "instagram" as two different sources. This builder lowercases values and swaps spaces for hyphens when you leave a field, and warns if capitals or spaces are left in.
How is this different from the Campaign Link Builder?
It uses the same link-building code. This page is focused on GA4 and social media: one-tap network presets, the expected GA4 channel and a several-networks mode. The Campaign Link Builder handles up to 20 links from rows of your own values.
Do UTM links hurt my post reach?
There is no public statement from the networks that UTM tags change reach. A long tagged link can look untidy in a caption, which is why many people put it in the bio or a link sticker. This tool makes no claim either way.