UTM Link Builder

Add UTM tags to any web address and see in Google Analytics 4 which post, message, email or QR code brought each visitor. Pick a preset, copy the link, and share it.

Short answer

The UTM Link Builder is a free tool that adds UTM tracking tags to any web address, so Google Analytics 4 can show which post, message, email or QR code sent each visitor. Enter your page address, choose a preset or type a source and medium, and copy the tagged link. It runs in your browser and stores nothing.

Last updated: 2026-10-18

What is a UTM link and what does it track?

A UTM link is a normal web address with extra tags on the end that tell Google Analytics 4 (GA4) where a visit came from. When someone clicks it, GA4 reads the tags and files the visit under that source, medium and campaign instead of lumping it into general traffic.

Parameter	What it answers	Example
utm_source	Which site or sender?	instagram, newsletter
utm_medium	What type of channel?	social, email, paid_social
utm_campaign	Which promotion?	eid_offer
utm_id	Which campaign ID?	a number from your own list
utm_term	Which paid keyword?	web design dubai
utm_content	Which creative or link?	story_video_1

Google's guidance is to always include source, medium and campaign together. Term, content and ID are optional extras.

How do I build a tagged link with this tool?

Paste the page you want visitors to land on, choose a preset or type a source and medium, then copy the finished link. The result updates as you type.

Enter the full page address, for example https://www.example.ae/offers.
Click a preset such as Instagram bio or WhatsApp message, or type your own source and medium.
Name the campaign, for example eid_offer.
Read the notes under the link. They flag missing fields, capital letters and values GA4 may not group the way you expect.
Copy the link and use it only where the link is shared outside your own site.

Everything happens in your browser. The addresses and campaign names you type are never sent to our server and are not stored.

How should I name sources, mediums and campaigns?

Use short, lower-case, consistent values, because GA4 treats every spelling as a separate entry. "Instagram" and "instagram" would appear as two sources and split your numbers.

Lower case only, with underscores instead of spaces: eid_offer, not Eid Offer.
One source per platform: always instagram, never a mix of ig, insta and Instagram.
Campaign names you can read in six months: occasion or offer plus a month or year.
Latin letters for values, even on Arabic pages. Arabic works but is stored as percent-encoded text, which is harder to filter.

The medium matters most. In the GA4 default channel group, social groups visits as Organic Social, email as Email, organic as Organic Search, and values starting with paid or containing cp (such as cpc) as paid traffic. A medium GA4 does not recognise, such as offline, can appear as Unassigned unless you create a custom channel group.

Which UTM links help UAE businesses most?

The most useful tags are the ones on links shared where no tracking exists today: chats, bios, stories and print. Links sent through messaging apps and scanned from printed QR codes can show up as direct traffic without tags.

WhatsApp broadcast or status: utm_source=whatsapp, utm_medium=social, utm_campaign=eid_offer. To build the chat link itself, use the WhatsApp link generator.
Instagram bio and stories: the same source, with utm_content telling the bio, story and highlight apart.
Google Business Profile website link: utm_source=google, utm_medium=organic, utm_campaign=business_profile.
Flyers, menus and shop-window QR codes: utm_source=qr, utm_medium=offline, utm_campaign=flyer_dubai. Generate the QR code from the tagged link.
Email newsletters and SMS: use the email and sms mediums so GA4 can group them.

When should you not use UTM tags?

Do not add UTM tags to links between your own pages, and never put personal data in them. UTM values are visible in the address bar and travel with the link.

Internal links: tagging a link from one page of your site to another can overwrite the visitor's original source and start a new session.
Personal details: no names, emails or phone numbers in any value, because the link can be forwarded and appears in analytics reports.
Pages without a canonical tag: tagged addresses are different URLs for the same page. Make sure the page points to its clean address with a canonical tag.

If you want help setting up GA4 events and conversions around these links, see our Google Ads management and SEO services.

Frequently asked questions

What does UTM stand for?

UTM stands for Urchin Tracking Module, a name inherited from the analytics product that Google later turned into Google Analytics. Today it simply means the utm_ tags added to a link. They have no effect on how the page looks or works; they only label the visit for your analytics reports.

Which UTM fields are required?

Google recommends always using utm_source, utm_medium and utm_campaign together. This tool asks for source and medium as a minimum, because GA4 needs them to group a visit properly, and it reminds you to add a campaign name. Campaign ID, term and content are optional and only needed when you want finer detail.

Can I use Arabic words in UTM values?

You can, and the link will still work, but the Arabic text is converted to percent-encoded characters in the address and appears that way in some reports. Latin lower-case values are easier to filter and keep consistent across a team, so the tool warns you when it sees non-Latin letters.

Why does my traffic show as Unassigned in GA4?

GA4 sorts visits into default channels using the medium and source. If the medium is a custom word such as offline or qr, no default rule matches and the visit can fall into Unassigned. Use a medium GA4 knows, such as social or email, or create a custom channel group in GA4 for your own labels.

Does this tool store or send my links anywhere?

No. The link is built entirely in your browser with JavaScript, and nothing you type is sent to our server or saved. When you close or refresh the page the form is cleared. Copy the finished link before you leave, and keep your own list of campaign names so everyone on your team uses the same values.