What each parameter does.
A UTM-tagged link tells GA4 exactly where a visitor came from. Get the three required tags right and your campaign reports stay clean. Get them inconsistent and one campaign splits into five rows that no longer add up.
The taxonomy toggle is on by default: it lowercases values and swaps spaces for hyphens, so Facebook and facebook never become two different sources.
Where the traffic comes from: google, facebook, newsletter, linkedin.
The channel type: cpc, email, social, paid-social, referral.
The specific campaign or promotion: spring-launch-2026, q2-webinar.
Paid keyword for the ad, mostly used in search campaigns.
Distinguishes variants of the same campaign: a/b test, button vs. text link.
An internal campaign ID, used by GA4 to group a campaign across sources.
Frequently asked questions.
What is a UTM parameter?
UTM parameters are tags you add to the end of a URL so analytics tools like GA4 know where a visitor came from. A tagged link records the source, medium, and campaign, so traffic shows up correctly in your campaign reports instead of getting lumped into direct or referral.
Why does UTM naming consistency matter?
Analytics treats Facebook, facebook, and FaceBook as three different sources. One inconsistent tag splits a single campaign across multiple rows and quietly breaks your reporting. Enforcing one convention (lowercase, hyphens, no spaces) keeps every campaign clean and comparable. That is the whole reason this tool normalizes values by default.
Which UTM parameters are required?
Source, medium, and campaign are the three that matter for almost every report. Term and content are optional and mostly used for paid search keywords and A/B variants. Campaign ID is optional and helps GA4 group a campaign across multiple sources.
Is my data sent anywhere?
No. The builder runs entirely in your browser. Saved links are stored in your browser's local storage and never leave your device. There is no account, no tracking, and no server.
Should I use spaces in UTM values?
No. Spaces get encoded as %20 and make links ugly and error-prone. Use hyphens between words (spring-launch instead of spring launch). The taxonomy toggle does this for you automatically.