UTM Link Builder
Build, validate and bulk-generate UTM-tagged URLs for every paid, email and social campaign you run.
Naming conventions matter. Inconsistent UTMs are the #1 reason "I can't trust my GA4 numbers." Lowercase, dashed not spaced, no special characters. Match across paid, email and social so the same source isn't logged as facebook, FB and Facebook.com.
What each param means: source = where (facebook, google), medium = how (cpc, email, paid-social), campaign = which push, content = which variant, term = paid keyword.
About this tool
Tag every paid, email, social and influencer link consistently so your GA4, Shopify and Triple Whale reports actually add up. Build a single URL, generate a batch from a spreadsheet, or copy a row to your team's UTM convention sheet.
A UTM convention that doesn't break
- • source = where the click came from (lowercased platform name)
- • medium = how (cpc, paid-social, email, referral, organic-social)
- • campaign = the push (summer-sale-2026, brand-search)
- • content = variant or placement (hero-cta, ad-variant-a, ad-set-id)
- • term = paid keyword (only really used for Google search)
Five rules to keep clean
- Lowercase everything — GA4 treats Facebook and facebook as different sources.
- Dashes not spaces, never special characters.
- Document the convention in a shared sheet; reference on every brief.
- Use auto-tagging where available (Google Ads gclid), UTMs only where it isn't.
- Never UTM-tag internal links — it overwrites the original session source.
Frequently asked questions
What is a UTM parameter? +
A UTM parameter is a tag appended to a URL that tells your analytics tool where the click came from. Google Analytics, Shopify, Triple Whale and every other analytics platform reads these tags to credit conversions to the right campaign, source, medium and creative.
Which UTM parameters are required? +
Google Analytics treats utm_source, utm_medium and utm_campaign as required for a campaign to register correctly. utm_term and utm_content are optional, use utm_content for variant/placement testing (e.g. carousel-1 vs carousel-2) and utm_term for paid search keywords.
Should UTM values be lowercase? +
Yes. GA4 is case-sensitive, facebook, Facebook and FB will each appear as a separate source, fragmenting your reports. Lock the convention to lowercase, dashed, no special characters.
Should I add UTM parameters to internal links? +
No, never. UTM-tagging an internal link overwrites the original session source, meaning a customer who arrived from Google but clicked an email-tagged internal link gets re-credited to email. Only UTM-tag external links pointing into your site.
Do UTMs work with Shopify and Triple Whale? +
Yes. Shopify reads UTM parameters from the landing URL and stores them on the order. Triple Whale, Northbeam and other ecommerce attribution tools layer their own model on top but still rely on UTMs as a baseline signal.
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