Campaign URL Builder

What is the Campaign URL Builder?

The Campaign URL Builder adds UTM parameters to a link so your analytics can tell you where a click came from. Walk through three short steps: the page you are sending people to, the campaign details (source, medium, campaign name, plus optional term and content), and the finished URL with a copy button. Common values are offered as one-click picks, spaces and capitals are normalised so GA4 reports stay tidy, and the result is validated before you copy it. Nothing is stored; it runs in your browser.

How to use it

1. Paste the destination URL, including https://. If it already has query parameters, they are kept.
2. Set the source (where the traffic comes from: google, facebook, newsletter), the medium (the channel type: cpc, social, email) and the campaign name (what you are promoting: spring_sale, launch_2026).
3. Optionally add term (paid keyword) and content (which ad, button or link variant, to A/B test placements).
4. Review the built URL, copy it, and use it in the ad, email or post. Shorten it afterwards if it needs to be typed or printed.

The five parameters

• utm_source – the site or sender: google, bing, facebook, instagram, newsletter, partner-site.
• utm_medium – the channel category: cpc, paid_social, social, email, referral, affiliate, display.
• utm_campaign – the campaign or promotion name. Keep one convention and stick to it.
• utm_term – the keyword for paid search, or audience segment for other channels.
• utm_content – the specific creative or link: hero_button, footer_link, banner_a.

Conventions that keep reports clean

Analytics treats Facebook, facebook and FaceBook as three different sources, so always use lowercase. Use underscores or hyphens instead of spaces. Pick a medium from GA4’s default channel definitions (cpc, email, social, referral, display, affiliate) so traffic lands in the right channel group instead of “Unassigned”. Never tag internal links: clicking a UTM link on your own site starts a new session and overwrites the real acquisition source. Keep a shared sheet of the links you generate so the whole team uses the same names. The reasoning behind each of these rules, and how the parameters map to GA4’s session-scoped dimensions, is in UTM parameters explained: how to track every campaign link in GA4.

Where to use tagged links

Email newsletters (source newsletter, medium email), paid social ads (source facebook, medium paid_social), organic social posts (source instagram, medium social), QR codes on print (source flyer, medium print), podcast show notes, partner mentions, and any link where the referrer would otherwise be lost, such as links opened from a mobile app or a PDF.

Related tools

Put a tagged link behind a scannable code with the QR Code Generator, check that the destination page’s tags are set with the Meta Tag Extractor, and make sure the page loads with the HTTP Header Checker.

Frequently asked questions

Do UTM parameters affect SEO?

Not if you use them on external links only. Search engines treat the tagged URL as the same page when a canonical tag is present, which every modern CMS adds.

Which parameters are required?

Source, medium and campaign. GA4 will record term and content if present.

Can I shorten the link?

Yes. Build the full URL here first, then run it through any shortener; the parameters survive the redirect.

Why does my traffic show as Unassigned in GA4?

Usually because the medium is not one GA4 recognises. Use cpc, email, social, paid_social, display, referral or affiliate rather than custom words.

Is this the same as Google’s Campaign URL Builder?

It produces the same parameters. This one adds presets, normalisation and validation, and does not require signing in.