UTM builder
Create campaign URLs with UTM parameters.
How to use
UTM parameters are tags added to the end of a link so that analytics tools can tell which campaign brought a visitor. Enter the page the link should open and fill in the fields: utm_source is where the visit comes from (newsletter, google, partner-site), utm_medium is the type of channel (email, cpc, social) and utm_campaign names the promotion. utm_term and utm_content are optional: the first is usually the paid keyword, the second distinguishes between two links or ads in the same campaign.
Build URL keeps your existing query parameters and #fragment in place, although some characters in them may be re-encoded (for example %20 becomes +). UTM tags already in the address are replaced by the values in the fields, or removed if the matching field is empty. The address field is then reset to the link without tags, ready for the next variant. An address without http:// or https:// gets https:// in front; other schemes are rejected.
Values are encoded for you: a space becomes +, and characters such as & or # are percent-encoded so they cannot break the link. Leading and trailing spaces are removed, but the case is kept as you typed it.
Google Analytics 4 treats values as case-sensitive, so email and Email end up as two different rows in reports. Agree on a short naming convention, such as lowercase with underscores, and reuse the same medium names: analytics tools sort traffic into channels from them, and a medium GA4 does not recognise may end up in Unassigned.
Use UTM tags on links that bring people to your site from outside: emails, social posts, ads, QR codes, partner sites. On links between your own pages they can overwrite the original source of the visit in reports. Everything is built in your browser; nothing is sent to nTools.
Example
Adds source, medium and campaign parameters to the destination URL. These labels identify a campaign when analytics records a visit.
https://example.com/pricing?plan=pro#faq + newsletter / email / spring salehttps://example.com/pricing?plan=pro&utm_source=newsletter&utm_medium=email&utm_campaign=spring+sale#faq. The plan parameter and the #faq fragment are kept, and the space becomes +.https://example.com/?utm_source=old&ref=x + source newsletterThe old utm_source is replaced and ref=x is kept: https://example.com/?utm_source=newsletter&ref=x, followed by the other fields you filled in.utm_content = banner_a&bWritten as banner_a%26b, so the & does not start a new parameter.
Frequently asked questions
Which UTM fields should I always use?
Source, medium and campaign. Google's own guidance treats these three as the minimum. Use term and content only when they add useful detail.
Are UTM values case-sensitive?
In Google Analytics 4, yes: utm_source=google and utm_source=Google are reported as different sources. Lowercase everywhere is the simplest rule.
Does Google Analytics 4 support other parameters?
Yes. GA4 also reads utm_id (a campaign ID) and utm_source_platform, and accepts utm_creative_format and utm_marketing_tactic, although Google says these last two are not currently shown in reports. This builder covers the five standard fields; you can add the others to the finished link by hand.
Do UTM tags affect SEO?
Not if they stay off your own site's links. Google treats a tagged URL as a duplicate of the clean one and usually picks the clean URL as canonical; a rel=canonical tag on your pages makes this explicit. The tags themselves are only read by analytics tools.