UTM builder
A UTM link tells analytics where a visit came from. The usual problem is not building the link but building it consistently: one “LinkedIn” and one “linkedin” split a campaign into two rows, and a medium GA4 does not recognise sends the traffic to Unassigned. This builder normalises the values and shows the GA4 channel before the link goes out.
Destination
Campaign parameters
Source, medium and campaign are required for the link to report correctly.
Where the traffic comes from.
The type of channel.
Optional parameters
Separates links in the same campaign.
Paid search keyword.
Joins cost data imported into GA4.
Formatting
GA4 is case-sensitive. Lowercase keeps one campaign from splitting into several rows.
A naming convention that holds
- utm_source names the site or publication: linkedin, newsletter, google.
- utm_medium names the channel type, from GA4's list: social, paid_social, email, cpc, display, video, affiliate, referral.
- utm_campaign names the initiative and stays the same across every channel it runs on.
- utm_content tells apart links in the same placement: hero-cta and footer-link, or video-a and video-b.
- Lowercase everything, and use one separator — hyphens or underscores, not both.
Never add UTM parameters to links between pages of your own site. Each one starts a new session in GA4 and overwrites the visitor’s original source.
Questions
What are UTM parameters?
Tags added to the end of a URL — utm_source, utm_medium, utm_campaign and optionally utm_content, utm_term and utm_id. Analytics tools read them when the link is opened and attribute the visit to that campaign.
Why is my campaign traffic showing as Unassigned in GA4?
GA4 assigns channels using its default channel group rules, which match on medium and source. A medium outside its list — “qr”, “print”, “post”, “newsletter” — matches no rule, so the session is reported as Unassigned. Use a recognised medium, or create a custom channel group in GA4 for the medium you use.
Are UTM parameters case-sensitive?
Yes. GA4 reports “Facebook”, “facebook” and “FACEBOOK” as three sources. Lowercasing every value is the simplest way to keep reports consolidated.
Should I use UTM links in a QR code?
Yes — it is the only way to measure scans in analytics without a redirect service. Use a recognised medium such as referral or affiliate, or set up a custom channel group for offline media, and keep the value set short so the QR code stays easy to scan.
Do UTM parameters affect SEO?
Not when they are used on external links to your site. Google ignores them for ranking when the page declares a canonical URL. Avoid them on internal links, where they distort analytics.
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