A UTM builder that tags your links the same clean way every time, and shows which GA4 channel each one lands in before you share it.
Your link
Add the link and a source to see it here.
- That isn't a web address yet.
- Add a source. GA4 needs it to read the rest.
- Add a medium. Without one, GA4 shows (not set).
- Add a campaign, so the link shows under a name you know.
Embed this tool on your site
Paste the code into any page: WordPress, Webflow, Squarespace, Ghost or plain HTML. It's free with the credit under it, which links back to navid.me.
This free UTM builder tags your links the same clean way every time, and tells you which GA4 channel each one lands in before you share it. It runs Google's own rules over Google's own list of 819 sources, so there's no guessing.
It also tags a list of links at once, and checks any tagged link you paste. Nothing you type leaves your browser.
Here's what UTM parameters are, the naming rules that keep your reports clean, and how GA4 sorts your links.
TL;DRKey takeaways
What are UTM parameters?
UTM parameters are tags on the end of a link that tell Google Analytics where a visitor came from. A tagged link looks like navid.me/ai-newsletter?utm_source=youtube&utm_medium=video&utm_campaign=launch.
- What it says
- Where the link is
- Example
- newsletter, youtube, instagram
- What it says
- What kind of link it is
- Example
- email, social, video
- What it says
- What you're promoting
- Example
- spring-sale, launch
- What it says
- The campaign's ID
- Example
- spring-2026
- What it says
- The paid keyword
- Example
- ai-tools
- What it says
- Which link, when there are several
- Example
- top-link, bio
Google says you should always use utm_source, utm_medium and utm_campaign. Leave one out and GA4 shows (not set) in its place.
The naming rules that keep reports clean
Google's own page is blunt about it: values are case sensitive, so "utm_source=google is different from utm_source=Google." 1 campaign with 2 spellings shows up as 2 rows.
- Use lowercase: Google recommends it as the standard
- Use hyphens for spaces: "summer sale" becomes summer-sale
- Pick hyphens or underscores, not both: spring_sale and spring-sale are 2 different values
- Keep 1 name per place: newsletter today and email-list next week split your numbers
- Never tag links inside your own site: GA4 would credit the campaign and lose where the visitor really came from
The builder cleans every value for you: lowercase, and spaces as hyphens. Underscores stay as you typed them, so an old campaign name never changes.
How GA4 sorts your links into channels
GA4 files every visit into a default channel, like Email or Organic Social, from its source and medium. Google's rules are fixed: you can't edit them, and they aren't case sensitive.
| Channel | When GA4 picks it |
|---|---|
| The source or medium is email | |
| Organic Social | The source is a social site, or the medium is social |
| Organic Video | The source is a video site, or the medium has video in it |
| Referral | The medium is referral, app or link |
| Affiliates | The medium is affiliate |
| Audio | The medium is audio |
| Paid Other | The medium is paid, ppc or retargeting, or has cp in it |
| Unassigned | Nothing else matched |
The builder runs all of Google's rules, in Google's order, and shows the channel under your link with the reason.
The mistake that sends your links to Unassigned
GA4 checks the source against Google's own list of sites. That list has twitter and t.co, but not x, x.com, threads, bluesky or substack.
So utm_source=x with utm_medium=post lands in Unassigned. Make the medium social and it lands in Organic Social.
The same list files TikTok as a social site and YouTube as a video site. So a link tagged youtube lands in Organic Video, and one tagged tiktok in Organic Social.
Presets for every place you share links
- Source
- newsletter
- Medium
- Lands in
- Source
- youtube
- Medium
- video
- Lands in
- Organic Video
- Source
- Medium
- social
- Lands in
- Organic Social
- Source
- tiktok
- Medium
- social
- Lands in
- Organic Social
- Source
- x
- Medium
- social
- Lands in
- Organic Social
- Source
- Medium
- social
- Lands in
- Organic Social
- Source
- podcast
- Medium
- audio
- Lands in
- Audio
- Source
- the partner
- Medium
- paid
- Lands in
- Paid Other
- Source
- the partner
- Medium
- affiliate
- Lands in
- Affiliates
Click a preset in the builder and it fills the source and the medium. Add your campaign, and your link is ready.
Sharing a link in print, on a flyer or a slide? Put the tagged link in a QR code with my QR code generator, and the visits from scans land in GA4 under the same source and medium.
How to build a UTM link
To tag many links at once, open the Many links tab and paste them, 1 per line. Every link gets the same tags, and you can download them all as a CSV.
To check a link someone else made, paste it into the Check a link tab. You'll see each value and the channel GA4 will file it under.
The new AI Assistant channel
GA4 now has an AI Assistant channel for visits from assistants like ChatGPT, Gemini, Copilot and Grok. Google sets it on its own when the visit comes from an AI assistant on its list.
It doesn't include Google's own AI Overviews and AI Mode. Those still count as Organic Search.
Who is the UTM builder for?
It's for anyone who shares links and wants to know which ones work:
- QR code generator – people putting a tracked link on print
- Lead magnet generator – creators tracking where signups come from
- Email countdown timer – marketers running a tracked promo
- How to promote a virtual event – hosts tracking each channel
The rest of my tools are on the free tools page.
UTM Builder FAQs
Questions about UTM links? Here's what to know.
A UTM link is a link with tags on the end, like utm_source and utm_medium, that tell Google Analytics where a visitor came from.
You need 3 UTM fields: source, medium and campaign. Google says you should always use those 3, and a missing one shows as (not set).
Yes, UTM parameters are case sensitive. Google's page says utm_source=google is different from utm_source=Google, so use lowercase every time.
Traffic shows as Unassigned when its source and medium match none of GA4's rules. A common case is utm_source=x with a medium GA4 doesn't know; use utm_medium=social.
No, don't use UTMs on links inside your own site. GA4 would credit that campaign and lose where the visitor really came from, so tag only links you share outside your site.
The builder shows which GA4 channel your link lands in as you type the source and medium. It runs Google's own rules and shows the reason under your link.
Your links are saved only in your browser, so your last link and the names you've used are there next time. Nothing is sent to a server.
Yes, this UTM builder is free, with no sign-up and no email. Tag 1 link or a hundred.
The UTM builder is for creators and founders who share links in newsletters, videos, bios and posts, and want to know which ones bring people in.
Try the schema markup generator and the llms.txt generator, or see all my free tools.
I did. I'm Navid Moazzez, and I made the UTM builder as one of my free tools on navid.me.
More about me.
Navid Moazzez
AI business strategist & AI OS builder
Navid Moazzez helps creators and founders master AI and build their own AI Operating System (AI OS) to automate their business and life.
Navid.me is reader-supported. When you buy through links on this site, I may earn an affiliate commission. Learn more.
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