UTM Builder (Campaign URL Builder)

About the UTM Builder (Campaign URL Builder)

Campaign tags tell Google Analytics where a visit came from. Enter the page address and the campaign details, and the builder adds the utm_ parameters GA4 reads — source, medium and campaign, plus id, source platform, term, content, creative format and marketing tactic — while keeping the page's own parameters and its #fragment.

A naming convention keeps values consistent (lower case, one separator, only safe characters, optional lists of approved sources and mediums), and the tool shows which GA4 default channel the source and medium will most likely land in, using Google's published rules and source lists. Build many links at once from address and source lists or a pasted table, save templates on your device, and download a QR code for each link.

The parameters GA4 reads

• utm_source — the referrer, e.g. google, newsletter, billboard.
• utm_medium — the marketing medium, e.g. cpc, banner, email.
• utm_campaign — product, slogan or promo code, e.g. spring_sale.
• utm_id — the campaign ID, matching campaign data you import.
• utm_source_platform — the platform directing the traffic, e.g. Search Ads 360 or Display & Video 360.
• utm_term — the paid keyword; utm_content — tells creatives or links apart.
• utm_creative_format and utm_marketing_tactic — accepted, but not yet reported in GA4 properties.

Google's advice: always set source, medium and campaign; values are case-sensitive (google and Google differ), so use lower case; missing parameters appear as "(not set)" (GA4 URL builders).

How the GA4 channel is predicted

GA4 sorts manually tagged traffic into default channels with rules listed in a fixed order (Default channel group), and traffic goes to the first channel whose definition it matches (Custom channel groups); channel definitions are not case-sensitive. For example Paid Social needs a source on Google's list of social sites and a medium matching ^(.*cp.*|ppc|retargeting|paid.*)$; Email needs source or medium "email" (or e-mail, e_mail, e mail); Display takes mediums display, banner, expandable, interstitial or cpm. This tool applies those rules with Google's published list of 819 search, social, shopping and video sources.

Some results surprise people: rules for shopping come before Email, so an email campaign whose name contains "shop" (diwali_shop_promo) is counted as Organic Shopping; and utm_source=x is not on the social list. Traffic from linked Google Ads, Display & Video 360, Campaign Manager 360, Search Ads 360 or Merchant Center accounts is classified with separate platform rules.

A naming convention that holds up

• Write everything in lower case and pick one separator (underscore or hyphen) for the whole team.
• Use one value per platform (facebook, not fb in one link and facebook in another) and one per channel for the medium.
• Keep campaign names identical to the names in your ad platform, so reports line up.
• Never put personal data in tags: Google's policy says not to include PII such as email addresses in utm_source, utm_medium, utm_term, utm_campaign or utm_content (Analytics PII guidance).

Limitations

• The GA4 channel is a prediction from Google's published rules; custom channel groups in your property, data from linked ad accounts and future rule changes can give a different result.
• Templates are stored in this browser only (local storage); they are not synced between devices.
• Bulk mode builds up to 200 links at a time.
• No link shortening: shorteners are third-party services. Test long links and QR codes before printing.

Privacy

Everything happens in your browser. What you enter or open here is not uploaded or stored by MySmartCoPilot.