UTM Builder
Build UTM links one at a time or in bulk, and see which GA4 channel each one lands in before you use it, from Google’s own channel rules and source list. Paste links that are already tagged to check them.
More GA4 fields
Enter a URL, a source, a medium and a campaign.
What this UTM builder does differently
Every UTM builder that ranks joins your values onto a URL. Google’s Campaign URL Builder, TripleDart, ContentStudio and Mouseflow build one link at a time; U2L builds links from a CSV. None of them tells you where the link will show up in Google Analytics. This one does: it runs your source, medium and campaign through GA4’s default channel rules and Google’s own list of 819 search, social, video and shopping sources, and says which channel the visit lands in and why.
| TripleDart | ContentStudio | U2L bulk | This tool | ||
|---|---|---|---|---|---|
| One link | Yes | Yes | Yes | No | Yes |
| Bulk links | No | No | No | From a CSV | URLs × sources × variants |
| GA4 channel for each link | No | No | No | No | Yes, with the rule |
| Checks links already tagged | No | No | No | No | Yes |
| Lower case and spaces | No | No | No | Encodes only | Your choice |
| All nine GA4 parameters | Six | Six | Six | Six | Nine |
| Export | Copy | Copy | Copy | CSV | CSV, copy all, share link |
Pages as fetched on 5 November 2026.
Which GA4 channel a UTM link lands in
GA4 sorts every visit into a default channel group using fixed rules that you cannot edit. For a tagged link the rules read the source, the medium and the campaign name. Most of them need both halves to agree: Paid Social needs a source on Google’s list of social sites and a medium that matches the paid pattern ^(.*cp.*|ppc|retargeting|paid.*)$. When only one half matches, the visit falls to Paid Other or, with no match at all, to Unassigned, and the campaign quietly drops out of the channel reports.
| utm_source | utm_medium | GA4 channel | Why |
|---|---|---|---|
| paid_social | Paid Social | linkedin is on the social list; paid_social matches the paid pattern | |
| x | paid_social | Paid Other | x is not on the social list (twitter and t.co are) |
| paid_social | Paid Social | twitter is on the social list | |
| newsletter | the medium is email | ||
| newsletter | newsletter | Unassigned | no rule matches either value |
| flyer | qr | Unassigned | GA4 has no default channel for print |
| bing | cpc | Paid Search | bing is on the search list; cpc matches the paid pattern |
| partner-name | affiliate | Affiliates | the medium is affiliate |
| youtube | video | Organic Video | youtube is on the video list |
| podcast-name | sponsorship | Unassigned | use audio for a podcast ad |
From the manual traffic rules and the source spreadsheet on Google’s Default channel group page, fetched 5 November 2026. The tool checks the rules in the order Google lists them and reports the first that matches.
UTM parameters GA4 reads
Google’s URL builders help page lists nine parameters. Always use utm_source, utm_medium and utm_campaign; add utm_id if you upload campaign data, utm_term for the paid keyword and utm_content to tell apart two links in the same email or two versions of an ad. utm_source_platform names the platform sending the traffic. Google says utm_creative_format and utm_marketing_tactic are not reported in Google Analytics properties, so the builder keeps them under More GA4 fields.
Values are case sensitive: Google gives utm_source=google and utm_source=Google as an example of two different values. The channel rules themselves are not case sensitive, so both land in the same channel, but your source report splits them into two rows. That is why the builder lower-cases by default and the checker lists every value written more than one way.
Google Ads and auto-tagging
For Google Ads, auto-tagging adds a click ID that GA4 reads, and Google’s auto-tagging help page says it is on by default for new accounts and that GA4 gives it priority over manual UTMs, with no override. Manual UTMs on a Google Ads ad are only worth adding if auto-tagging is off, so the tool flags a google source with a paid medium. Microsoft Advertising, Meta, LinkedIn and the rest still need UTMs; the presets fill in values that GA4 puts in the right channel.
Checking links that are already tagged
Paste links from a campaign sheet, an email or an ad export into Check links. For each one the tool reports the GA4 channel and anything that will cost you data: parameters after the # (the fragment, which per RFC 3986 comes after the query string, so they are not query parameters), a parameter that appears twice, a misspelled one such as utm_campain, capitals, spaces and missing values. Across the whole list it finds the same source or medium written different ways, such as Facebook, facebook and fb, which GA4 reports as separate rows.
How to use this UTM builder
- Pick a modeOne link, bulk, or check links that are already tagged.
- Enter the page and the valuesOr start from a preset such as LinkedIn ad or email newsletter.
- Read the GA4 channelEach link shows the channel it lands in and the rule that decides it.
- Fix what the checks flagUnassigned and Paid Other come with mediums that would work.
- Copy or exportCopy the link or every link, download a CSV, or copy a share link.