Free tools
UTM builder: campaign URLs for GA4
Enter your page URL and campaign details; the tool adds the UTM parameters in the right format and gives you a link ready to copy. Google Analytics 4 then splits traffic by source, medium and campaign.
The tool runs entirely in your browser; nothing you enter is sent to a server.
Where the traffic comes from: instagram, newsletter, google
Channel type: social, email, cpc, referral
Campaign name: summer-sale-2026
Optional; tell creatives/buttons apart
Optional; paid search keyword
Optional; when you import ad/cost data
Your campaign URL
How to use it
Paste the full URL of the page you are sending visitors to (including https://).
Pick a preset or fill in source (
utm_source), medium (utm_medium) and campaign (utm_campaign).Optionally use term (
utm_term) and content (utm_content) to tell different posts or buttons in the same campaign apart.Copy the link; in GA4 it shows up as session source / medium in Acquisition → Traffic acquisition.
Good to know
Lowercase and consistency
UTM values are case-sensitive: "Instagram" and "instagram" become two sources in GA4. Agree on one spelling as a team; the tool lowercases values by default.
utm_medium drives channel grouping
GA4's default channel grouping relies heavily on
utm_medium: standard values such asemailfor email,cpcfor paid ads andsocialfor organic social posts make the traffic land in the right channel.Don't tag internal links
UTMs on links between pages of your own site restart the session and overwrite the source. Use UTMs only on links coming from external channels.
Let the agents read the results
Once GA4 is connected to OrqLabs, the Analytics Strategist reviews channel and campaign performance weekly and proposes updates to the strategy your content agents follow. See GA4 reporting.
Frequently asked questions
Which UTM parameters are required?
In practice use utm_source, utm_medium and utm_campaign together; GA4 builds its source, medium and campaign reports from these three. utm_term and utm_content are optional.
Can I tag the link in my Instagram bio?
Yes. Use for example source instagram, medium social, campaign bio to separate bio traffic from traffic coming from posts.
Do UTM links hurt SEO?
UTMs are for analytics and belong on external channels such as social media and email. Don't use them on internal links or canonical URLs.
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