UTM builder: free campaign URL builder for GA4

A UTM link is your page URL plus tags like utm_source=instagram&utm_medium=social&utm_campaign=nov-batch. GA4 reads the tags and shows which post, ad or email sent each visitor. Pick where you will share the link, fill in the campaign, and copy.

By Hassan Rawther, Founder, Unlearn Academy · Reviewed 20 October 2026 · Runs in your browser; nothing is stored

1. Where will you share the link?
2. Fill in the details

3. Your link

https://www.unlearnacademy.in/?utm_source=instagram&utm_medium=social&utm_campaign=nov-batch

GA4 channel: Organic Social

Five naming rules we use on every client account

  1. Lower case only. GA4 treats “Instagram” and “instagram” as two different sources. The builder fixes this for you.
  2. Hyphens, no spaces. “nov batch” becomes nov%20batch in the URL and looks messy in reports. Use nov-batch.
  3. Standard mediums. social, paid-social, email, video, referral. Put details like bio, story or reel-1 in utm_content, not utm_medium, or GA4 files the visit under Unassigned.
  4. One name per campaign everywhere. Use the same campaign name in the ad account, the UTM and your CRM, so numbers line up when you compare.
  5. Never tag your own internal links. A UTM on a link from your homepage to your course page restarts the visit and wipes the real source.

Ready-made examples

Wheresource / mediumcontentGA4 channel
Instagram bioinstagram / socialbioOrganic Social
WhatsApp broadcastwhatsapp / socialbroadcastOrganic Social
Meta adfacebook / paid-social{{ad.name}}Paid Social
Google Business Profilegoogle / organicwebsite-buttonOrganic Search
Email newsletternewsletter / emailheader-buttonEmail
Flyer QR codeflyer / qrkollam-campusUnassigned (filter by campaign)

Check it worked

Open your link once, then in GA4 go to Reports → Realtime and look at the “Users by First user source” card (switch it to First user campaign to see your campaign name). For older data use Reports → Acquisition → Traffic acquisition and switch the dimension to Session campaign. New links can take 24–48 hours to show in standard reports.

Questions people ask about UTM links

What is a UTM builder?

A UTM builder adds tracking tags (utm_source, utm_medium, utm_campaign and optional utm_content and utm_term) to the end of a link, so Google Analytics 4 can tell you exactly which post, ad or email sent each visitor.

Which UTM parameters are required?

Use utm_source, utm_medium and utm_campaign on every link. GA4 needs source and medium to place the visit in a channel; campaign lets you compare campaigns. utm_content and utm_term are optional.

Should I use UTMs on Google Ads?

No. Turn on auto-tagging in Google Ads instead. It adds a gclid to each click and sends richer data to GA4. Manual UTMs on Google Ads can override that data.

Why does my traffic show as Unassigned in GA4?

GA4 could not match your source and medium to a default channel. A common cause is a source GA4 doesn’t recognise paired with a made-up medium, such as utm_source=poster&utm_medium=offline. Use standard mediums such as social, paid-social, email or referral, and put details like bio or story in utm_content.

Do UTM links hurt SEO?

Not if your pages have a canonical tag pointing to the clean URL. Never add UTMs to your own internal links between pages; that resets the visitor’s original source in GA4.

How do I add UTMs to Meta ads?

In the ad, open Tracking → URL parameters and paste only the part after the ? sign, for example utm_source=facebook&utm_medium=paid-social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}. Meta fills in the names.

Learn the full tracking setup

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