Labs

UTM Link Builder

Q: Which parameters does Google Analytics read?

utm_source, utm_medium and utm_campaign are the core three (GA4 needs source and medium to attribute a session). utm_term and utm_content add keyword and creative detail; utm_id and utm_source_platform are newer GA4 fields used with cost-data imports. Custom parameters are passed through for your own tooling but GA ignores them unless you register them.

Q: What should I put in medium?

Use the values GA4 maps to channels automatically: cpc or paid_search for paid search, paid_social for paid social, social for organic social posts, email, referral, display, video, affiliate. The presets follow that list; inventing new words lands traffic in “Unassigned”.

Q: Why lowercase everything?

Analytics tools are case-sensitive: Newsletter and newsletter become two rows. Lower-casing and replacing spaces with underscores keeps every report tidy. Turn it off in Settings if your team has a different convention.

Tag campaign links the consistent way: presets for Google Ads, Meta, LinkedIn and email, saved sources, bulk mode and a QR code for print.

Campaign —

Mode

Website URLexisting utm_* are replaced

Platform presetfills source + medium

Source *where the traffic comes from

Medium *the channel

Campaign *promotion or product name

Termpaid keywords

ContentA/B variant or placement

More parameters

Campaign ID (utm_id)

Source platform

Custom parameterskey=value, one per line (ref=, fbclid=, gclid=…)

Saved presetskept on this device only

Tagged link —

Enter a URL and campaign details

Settings lowercase · spaces → _ · keep #fragment

Lowercase all values (GA4 treats “Google” and “google” as different sources)

Replace spaces with

Remove existing utm_* and click IDs (gclid, fbclid…) from the pasted URL

Keep the #fragment at the end

Show a QR code for the link

How It Works

How to Use UTM Link Builder in 3 Steps

Paste the destination

Enter the landing-page URL. Existing utm_* tags and click IDs are stripped (toggle in Settings) so you never double-tag. Pick a platform preset to fill source and medium with the conventional values, or type your own — the suggestions follow GA4’s default channel grouping.

Name the campaign

Source, medium and campaign are required; term and content are optional. Values are lower-cased and spaces are replaced so “Spring Sale” and “spring_sale” don’t split your reports. Save a frequently used combination as a preset — it stays in this browser only.

Copy, QR or bulk

Click the big link to copy it. The QR code is ready for posters and packaging (download as PNG). Switch to Bulk to tag many URLs at once — one per line, optionally with a different utm_content — and download the table as CSV.

FAQ

UTM Link Builder — Frequently Asked Questions

Which parameters does Google Analytics read?

utm_source, utm_medium and utm_campaign are the core three (GA4 needs source and medium to attribute a session). utm_term and utm_content add keyword and creative detail; utm_id and utm_source_platform are newer GA4 fields used with cost-data imports. Custom parameters are passed through for your own tooling but GA ignores them unless you register them.

What should I put in medium?

Use the values GA4 maps to channels automatically: cpc or paid_search for paid search, paid_social for paid social, social for organic social posts, email, referral, display, video, affiliate. The presets follow that list; inventing new words lands traffic in “Unassigned”.

Why lowercase everything?

Analytics tools are case-sensitive: Newsletter and newsletter become two rows. Lower-casing and replacing spaces with underscores keeps every report tidy. Turn it off in Settings if your team has a different convention.

Where are saved presets stored?

In your browser’s localStorage — never on a server. They survive reloads on this device and browser only; clearing site data removes them. A preset stores source, medium, campaign, term and content, not the URL, so one “Newsletter” preset works for every link you send.

Can I tag many links at once?

Yes — Bulk mode accepts one URL per line and applies the same source, medium and campaign to each. Add a comma and a value after a URL to set a per-line utm_content (e.g. https://example.com/pricing, pricing-cta). The CSV download lists the original URL, every parameter and the final link.

Is my input sent anywhere?

No. Everything is computed by JavaScript in your browser tab. Nothing is uploaded, logged or stored by Toolity.