Senior E-commerce PPC Consultant
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Tools

Google Analytics URL builder

Add UTM parameters to a link so GA4 attributes the visit to the right source, medium and campaign.

More GA4 parameters (optional)

Worth knowing

  • Source, medium and campaign name are the three that matter most. The rest are optional.
  • GA4 is case-sensitive: “Facebook” and “facebook” become two different sources. Keep everything lowercase.
  • Do not put UTM parameters on internal links within your own site. They overwrite the real source of the visit.
  • Google Ads already tags your ads automatically (gclid). UTMs are mainly for other channels: email, social, partners.