utm_source identifies the website, platform or publisher that sent traffic to your site. Common values include: google (for Google Ads or organic Google traffic you want to tag), facebook, instagram, linkedin, twitter, newsletter, bing. The source is typically the name of the site or platform where your link appears. In Google Analytics 4, utm_source populates the Session source dimension.

utm_medium identifies the marketing channel or type of traffic. Standard values recognised by Google Analytics include: cpc (cost-per-click paid search), email, social, organic, referral, display, affiliate. Using consistent medium values across all your campaigns is important because GA4 uses utm_medium to group sessions into default channel groupings (Paid Search, Email, Organic Social etc.). Non-standard medium values will appear in the Unassigned channel.

Can I use UTM parameters with GA4?

Yes. GA4 supports all five UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) without any additional configuration. GA4 also supports two additional parameters: utm_id (for campaign ID matching with Google Ads) and utm_source_platform (to specify the platform, e.g. Search Ads 360). This UTM builder generates standard GA4-compatible UTM parameters for all major traffic sources.

UTM Builder - LazyTools

Q: What are UTM parameters?

UTM parameters are tags added to URLs that tell Google Analytics (and GA4) where your traffic comes from. UTM stands for Urchin Tracking Module, named after Urchin Software which Google acquired in 2005. The five UTM parameters are: utm_source (which site sent the traffic, e.g. google, facebook), utm_medium (marketing channel, e.g. cpc, email, social), utm_campaign (campaign name), utm_term (paid keyword, for search ads) and utm_content (used to differentiate ads in A/B testing). Only utm_source, utm_medium and utm_campaign are required.

Q: What is the difference between utm_term and utm_content?

utm_term is used for paid search campaigns to specify the keyword that triggered the ad. For example, if you bid on the keyword 'running shoes', utm_term=running+shoes. utm_content is used to differentiate between multiple links in the same campaign, most commonly for A/B testing ad creative. For example, if you test two versions of a Facebook ad, utm_content=image-v1 and utm_content=image-v2 lets you see which version drove more traffic. Both parameters are optional.

Q: Should UTM parameters be lowercase?

Yes. UTM parameter values are case-sensitive in Google Analytics and GA4. 'Google' and 'google' are treated as two separate sources. 'Email' and 'email' appear as separate mediums. This leads to fragmented data with multiple versions of the same channel. Best practice is to always use lowercase for all UTM parameter values. This UTM builder automatically converts values to lowercase to prevent case-sensitivity issues.

Q: How do I track UTM parameters in GA4?

GA4 automatically reads UTM parameters from incoming URLs without any additional setup. When a user arrives via a UTM-tagged URL, GA4 stores the values in the session_source, session_medium, session_campaign, session_term and session_content parameters. You can view UTM data in GA4 under Reports > Acquisition > Traffic Acquisition (for session-level data) or User Acquisition (for first-user attribution). You can also build custom Explorations to analyse UTM data by any dimension combination.

Q: What is bulk UTM generation?

Bulk UTM generation lets you create multiple UTM-tagged URLs at once instead of building them one by one. This is useful for large campaigns with many ad variations, multiple landing pages or multiple traffic sources that all need unique tracking URLs. The Bulk Generator tab in this tool lets you enter multiple base URLs (one per line) and applies the same UTM parameters to all of them simultaneously, generating a list of tagged URLs you can copy and use.

Q: What is utm_campaign?

utm_campaign identifies the specific marketing campaign that sent the traffic. Use a consistent naming convention across your team, such as: campaign type, product and date (e.g. spring-sale-2025, black-friday-2025, brand-awareness-q1). In GA4, utm_campaign populates the Session campaign dimension. Consistent campaign naming makes it much easier to compare campaign performance over time in your GA4 reports.

Key features

Everything the UTM Builder Does

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All 5 UTM Parameters

Build tracking URLs with all five GA4-standard parameters: utm_source, utm_medium, utm_campaign (all required), plus utm_term and utm_content (optional). All values are automatically converted to lowercase to prevent case-sensitivity tracking errors in GA4.

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One-Click Presets

Six platform presets instantly fill utm_source and utm_medium: Google Ads (source: google, medium: cpc), Facebook Ads, Email Newsletter, LinkedIn, Twitter/X and YouTube. Presets follow GA4 default channel grouping conventions for accurate attribution.

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Bulk UTM Generator

Enter multiple base URLs (one per line) and apply the same UTM parameters to all simultaneously. Generate 50 tracking URLs in seconds. Copy all results as a single block. Absent on all other free UTM builders - a unique LazyTools feature.

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QR Code from UTM URL

Instantly generates a QR code for your UTM-tagged URL. Download the QR code image and use it in print ads, posters, event materials or packaging to track offline-to-online traffic in GA4. UTM with QR code in a single tool.

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URL History

The last 10 built URLs are saved to your browser and shown in the history panel. Click any history item to copy it. History persists across browser sessions so you can retrieve recent campaign URLs without rebuilding them.

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Live Preview

The full UTM URL updates in real time as you type, with syntax highlighting: base URL in blue, parameter keys in green, parameter values in orange. Instantly see how your tracking URL looks before copying or sharing it.

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Validation

Required fields (utm_source, utm_medium, utm_campaign) are marked and validated. A warning appears if you try to build without completing them. URL format is validated to ensure it starts with http:// or https://.

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Lowercase Enforcement

All UTM parameter values are automatically lowercased. Google Analytics and GA4 treat 'Google' and 'google' as different sources, leading to fragmented data. Automatic lowercasing prevents this common mistake without any extra effort.

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Free, No Login

No account, no subscription, no limits. Build unlimited UTM URLs, use bulk generation as many times as needed. Works entirely in the browser with no server round-trips.

How to use

How to Use the UTM Builder

Choose a preset or start from scratch

Click a platform preset (Google Ads, Facebook, Email, LinkedIn, Twitter, YouTube) to auto-fill the utm_source and utm_medium fields with the correct GA4 channel grouping values. Or type your own values from scratch for any custom traffic source.

Enter your landing page URL

Paste your destination URL (the page users will land on) into the Website URL field. Include the full URL with https://. The URL can already have query parameters - the UTM parameters will be appended correctly.

Fill in utm_source, utm_medium and utm_campaign

These three are required. Source = where the traffic comes from (google, facebook, newsletter). Medium = the channel type (cpc, email, social). Campaign = your campaign name (use-hyphens-not-spaces). All values are automatically lowercased.

Add optional utm_term and utm_content if needed

utm_term is for paid search - enter the keyword that triggers your ad. utm_content differentiates between ad variations in A/B tests (e.g. image-v1 vs image-v2). Both are optional and only needed for specific campaign types.

Copy, QR or Save

Click Copy URL to copy the tracking link directly from the preview. Click Build and Save URL to save it to your history. The QR code for the URL appears below - download it for use in print materials to track offline-to-online traffic in GA4.

Use Bulk Generator for multiple URLs

Switch to the Bulk Generator tab to apply the same UTM parameters to multiple landing page URLs at once. Enter one URL per line, fill in the parameters, and click Generate. All tagged URLs are displayed in a block you can copy in one click.

Competitor comparison

UTM Builder: LazyTools vs Competitors

Bulk UTM generation and the combined QR code feature are the key differentiators. Google's own Campaign URL Builder only does single URLs and has no QR code.

Feature	LazyTools	Google Campaign Builder	utmbuilder.net	ga-dev-tools.web.app
All 5 UTM parameters	Yes	Yes	Yes	Yes
Platform presets	Yes (6 presets)	No	Yes	No
Bulk UTM generator	Yes (unlimited URLs)	No	No	No
QR code from UTM URL	Yes (download)	No	No	No
URL history	Yes (last 10)	No	No	No
Live syntax-highlighted preview	Yes	No	No	No
Automatic lowercase	Yes	No	No	No
No login required	Yes	Yes	Yes	Yes

UTM parameters reference

UTM Parameters: Complete Reference for GA4

UTM parameters are query string tags added to URLs that Google Analytics (Universal Analytics and GA4) reads to attribute sessions to specific marketing campaigns. All five parameters are read automatically by GA4 - no additional tag configuration required.

Parameter	Required?	Purpose & example values
utm_source	Required	Traffic referrer. google, facebook, newsletter, bing, linkedin
utm_medium	Required	Marketing channel. cpc, email, social, display, referral, affiliate
utm_campaign	Required	Campaign name. spring-sale-2025, brand-awareness-q1, black-friday
utm_term	Optional	Paid keyword (search ads). running+shoes, buy+trainers+online
utm_content	Optional	Ad variation (A/B testing). image-v1, text-cta, hero-banner

UTM link builder for Google Analytics free: naming conventions

Consistent UTM naming conventions are critical for clean GA4 data. Recommendations: always use lowercase (enforced by this builder), use hyphens not spaces or underscores in campaign names, agree on a taxonomy before starting campaigns (e.g. [type]-[product]-[date]), and document your naming conventions in a shared spreadsheet. Inconsistent naming leads to the same campaign appearing as multiple entries in GA4 reports, making it impossible to see true campaign performance.

GA4 UTM campaign URL builder: default channel groupings

GA4 uses utm_source and utm_medium together to assign sessions to Default Channel Groupings. The standard groupings are: Paid Search (source contains google/bing/yahoo AND medium = cpc/ppc), Organic Search (source is a search engine AND medium = organic), Email (medium = email), Organic Social (source is a social network AND medium = social/social-media), Paid Social (source is social AND medium = cpc/ppc/paid), Display (medium = display/banner), Affiliate (medium = affiliate), Referral (medium = referral), Direct (no UTM parameters). Non-standard medium values appear in the Unassigned channel. This is why the presets in this tool use the correct medium values for each platform.

utm_source utm_medium builder: standard values

For the utm_source utm_medium builder, these are the recommended value pairs by platform: Google Ads: source=google, medium=cpc. Microsoft Ads/Bing: source=bing, medium=cpc. Facebook/Instagram Ads: source=facebook, medium=cpc. LinkedIn Ads: source=linkedin, medium=cpc. Email newsletters: source=newsletter (or your email tool name), medium=email. Organic social posts (not ads): source=facebook/twitter/linkedin, medium=social. YouTube pre-roll ads: source=youtube, medium=cpc. YouTube video descriptions: source=youtube, medium=social.

Bulk UTM URL generator from CSV: how it works

The bulk UTM URL generator in this tool takes multiple base URLs and applies the same UTM parameter set to all of them simultaneously. This is most useful for: large ad campaigns with multiple landing page variations, agencies running the same campaign across multiple client sites, e-commerce campaigns with multiple product page URLs, and A/B testing where you need the same UTM parameters applied to multiple variant URLs. Enter your URLs one per line in the Bulk Generator tab - no CSV upload needed, just paste the URLs.

UTM with QR code generator: offline tracking

The UTM with QR code generator combines two tools in one: after building your UTM URL, the tool generates a QR code that encodes the full UTM-tagged URL. Scanning the QR code takes the user directly to your landing page with UTM parameters intact, allowing GA4 to attribute that visit to the correct campaign. This is the correct way to track offline marketing (print ads, posters, event materials, packaging, direct mail) in Google Analytics - the QR code carries the UTM parameters that identify the offline traffic source.

UTM tracking URL generator free: what to measure

Once your UTM-tagged URLs are live, measure them in GA4 under Reports > Acquisition > Traffic Acquisition. The key dimensions are Session source / medium (utm_source / utm_medium combined), Session campaign (utm_campaign), and Session default channel grouping (the automatically assigned channel). For paid campaigns, compare sessions, engagement rate, conversions and revenue by source/medium to identify which campaigns deliver the best ROI. For email campaigns, track utm_campaign to compare performance across different newsletter editions.

FAQ

Frequently Asked Questions

What are UTM parameters?▼

UTM parameters are URL tags that tell Google Analytics where traffic comes from. The five parameters are utm_source (traffic referrer), utm_medium (channel type), utm_campaign (campaign name), utm_term (paid keyword) and utm_content (ad variation). Only the first three are required. GA4 reads them automatically from incoming URLs.

What is utm_source?▼

utm_source identifies the website or platform sending traffic. Common values: google, facebook, instagram, linkedin, twitter, newsletter, bing. In GA4, it populates the Session source dimension. Use lowercase always.

What is utm_medium?▼

utm_medium identifies the marketing channel. Standard GA4-recognised values: cpc (paid search), email, social, organic, referral, display, affiliate. Non-standard values appear as Unassigned in GA4 channel groupings. Use the preset buttons for correct values per platform.

What is the difference between utm_term and utm_content?▼

utm_term = paid keyword that triggered the ad (e.g. running+shoes). utm_content = differentiates ad variations in A/B tests (e.g. image-v1 vs image-v2). Both are optional. Only use utm_term for paid search campaigns; only use utm_content when running A/B ad tests.

Should UTM parameters be lowercase?▼

Yes. GA4 is case-sensitive - "Google" and "google" appear as two separate sources. Always use lowercase for all UTM values. This tool automatically converts all UTM parameter values to lowercase to prevent data fragmentation.

How do I track UTM parameters in GA4?▼

GA4 reads UTM parameters automatically. View them at Reports > Acquisition > Traffic Acquisition. Use Session source/medium dimension for utm_source/medium. Session campaign for utm_campaign. Build custom Explorations for detailed analysis by any UTM dimension combination.

What is bulk UTM generation?▼

Bulk UTM generation creates multiple UTM-tagged URLs at once. Enter multiple base URLs (one per line) and the same parameters are applied to all. Useful for campaigns with many landing page variations, agencies managing multiple clients, or A/B tests across multiple URLs.

What is utm_campaign?▼

utm_campaign identifies the specific campaign. Use a consistent naming convention: type-product-date (e.g. spring-sale-2025, brand-q1-2025). In GA4, it populates Session campaign. Consistent names make it easy to compare campaigns over time in your reports.

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