UTM link builder
A UTM link is your page URL plus tags that tell Google Analytics where a visit came from. Always set utm_source, utm_medium and utm_campaign, keep the values lowercase because GA4 treats "Meta" and "meta" as two sources, and for Google Ads clicks rely on auto-tagging rather than manual UTMs.
Build your link
The builder keeps any query string and #anchor already on your URL, replaces old utm values, and leaves placeholders like {keyword} unencoded. It runs in your browser and sends nothing.
https://www.example.com/drain-cleaning?utm_source=newsletter&utm_medium=email&utm_campaign=spring_drain_special&utm_content=header_button
For Google Ads, leave auto-tagging on instead of adding UTMs by hand. GA4 gives auto-tagging priority over manual tags.
Smart Pixel records conversions server-side for the campaigns the agent runs.
The UTM parameters
| Parameter | What it records | Example |
|---|---|---|
| utm_source[1] | The referrer | google, newsletter4 |
| utm_medium[1] | The marketing medium | cpc, email |
| utm_campaign[1] | Product, promo or campaign name | spring_sale |
| utm_term[1] | Paid keyword | drain cleaning |
| utm_content[1] | Which ad or link was clicked | header_button |
| utm_id[1] | Campaign ID for uploaded campaign data | q2_2026_17 |
Rules that keep reports clean
- Set source, medium and campaign on every link.[1]
- Use one source value per platform and one medium value per channel. "facebook" on Monday and "fb" on Tuesday split the same traffic into two rows.
- Keep everything lowercase. GA4 is case-sensitive.[1]
- Name utm_campaign after the campaign in the ad platform, so the two reports line up.
- Don't add UTMs to Google Ads final URLs out of habit. Auto-tagging adds a GCLID to every click, is on by default for new accounts, and takes priority over manual tags in GA4.[2]
- If you need extra click data in Google Ads, use a tracking template with ValueTrack parameters, and start it with {lpurl} so the landing page still loads.[3]
Link to this tool
Common questions
Which UTM parameters are required?
Google Analytics says to always use utm_source, utm_medium and utm_campaign. utm_term, utm_content and utm_id are optional: term for the paid keyword, content to tell two ads or links apart, and id for a campaign ID that matches uploaded campaign data.
Are UTM parameters case-sensitive?
Yes. Google Analytics treats values with different capitals, such as Meta and meta, as different values, which splits one source into two rows. Google recommends lowercase as the standard. The builder lowercases values for you unless you turn that off.
Should I add UTM parameters to Google Ads?
Usually not. Auto-tagging adds a GCLID to each ad click, is on by default for new accounts, and is needed for conversion tracking on all browsers and for importing Google Ads data into Analytics. In GA4, auto-tagging takes priority over manual UTM tags. Use UTMs for Meta, email, Microsoft Ads and other links.
What is the difference between UTM parameters and ValueTrack parameters?
UTM parameters are fixed labels you write for Google Analytics. ValueTrack parameters, such as {keyword}, {matchtype} or {device}, are placeholders Google Ads fills in at click time. A Google Ads tracking template must include a final URL parameter such as {lpurl}, or the landing page link breaks.
Does RunAds handle tracking?
Yes. RunAds turns on conversion tracking for the campaigns it builds and records conversions server-side with Smart Pixel, so you don't tag each ad by hand. Signing up is free and credit packs start at $25.
Sources
- URL builders: Collect campaign data with custom URLs, Google Analytics Help. Checked Nov 9, 2026.Always use utm_source, utm_medium and utm_campaign. Values are case-sensitive, so Meta and meta are reported as different values; use lowercase.
- About auto-tagging, Google Ads Help. Checked Nov 9, 2026.Auto-tagging adds a GCLID to ad click URLs and is on by default for new accounts. In GA4, auto-tagging takes priority over manual UTM tags.
- Set up tracking with ValueTrack parameters, Google Ads Help. Checked Nov 9, 2026.Tracking templates must include a final URL parameter such as {lpurl}, or the landing page URL breaks. Parameters are joined with &, for example {lpurl}?matchtype={matchtype}&device={device}.
Every outside number on this page links to its source above, with the date we checked it.
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