UTM builder for GA4
Build tagged links that land in the right GA4 channel: lowercase, hyphenated, and on a medium GA4 recognises.
Your link
Where the click comes from, one spelling per source.
The type of traffic. GA4 reads it to pick the channel.
A fixed order works: quarter, theme, asset.
Tells two links in the same email or ad apart.
The keyword, on paid search.
GA4 maps utm_id to a campaign ID, if you use one.
Tagged link
https://example.com/pricing?utm_source=linkedin&utm_medium=paid-social&utm_campaign=2026q4-pricing-launch
Lowercase, hyphenated, and on a medium GA4 recognises.
How the builder works
GA4 is case-sensitive and never merges rows, so LinkedIn and linkedin report as two sources forever. The builder lowercases every value and turns spaces and underscores into hyphens before it writes the link, and it tells you what it changed.
The medium decides the channel. The list holds the values GA4's default channels recognise: cpc for paid search, email, social, paid-social, display and affiliate. Anything else lands in Unassigned unless you add a custom channel rule, and the builder says so.
The rest of the convention, from one spelling per source to a fixed order for campaign names, is in how to build a UTM naming convention that survives GA4.
Let us find your next growth channel.
Tell us where you want to grow. We will tell you, honestly, whether search is the fastest way to get there.