Build your link
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Your last 10 links
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How to use this builder
- Paste the destination URL — the exact page the link should land on.
- Fill in source, medium and campaign. These three are what every analytics tool actually uses to classify the visit.
- Watch the medium field. If you type a value GA4's default channel grouping won't recognise, a note appears — not an error, just a flag worth a second look.
- Add term or content only if this link needs that extra detail — a paid search keyword, or a way to tell two ads on the same campaign apart.
- Copy the link. It's also saved to your history below in case you're building several for the same campaign.
Why the medium value is the one that actually matters
Source and campaign are free text — GA4 will store whatever you type. Medium is different: GA4's default channel grouping tries to match your medium value against a known set to decide whether a session counts as Paid Search, Organic Social, Email, Referral, or one of a handful of other channels. Type something it doesn't recognise — "Facebook Ads" instead of "cpc" or "social", say — and the session doesn't fail to track, it just lands in the wrong channel, or in "Unassigned", in every report you or a client pulls afterward.
| Channel you want | Medium values GA4 recognises |
|---|---|
| Paid Search | cpc, ppc, paidsearch |
| Paid Social | paid-social, paidsocial |
| Organic Social | social, social-network, social-media, sm, social network |
| email, e-mail, e_mail, e mail | |
| Referral | referral |
| Affiliates | affiliate |
| Display | display, banner, expandable, interstitial, cpm |
This is GA4's own default set — it isn't exhaustive, and you can build custom channel groupings on top of it. But if you have no reason to deviate, matching the default list means your reports classify traffic correctly without any extra configuration.
Rules worth knowing before you tag a link
- Be consistent, every time. "Facebook", "facebook" and "FB" register as three different sources to GA4. Pick a convention — we use all lowercase, underscores instead of spaces — and never deviate.
- Never tag internal links. A UTM-tagged link between two pages on your own site starts a new session in GA4, which corrupts your source data. UTM tags are for links you send off-site: ads, emails, social posts, partner sites.
- Avoid spaces in values. Some platforms encode them, some don't, and the inconsistency shows up as inconsistent-looking data later. Use hyphens or underscores instead.
- Agree on the convention across your team before the campaign launches, not after. Retagging live links after the fact means losing continuity in the data you already collected.
Once your links are tagged and traffic is flowing, the reporting side of this lives in GA4 — our GA4 setup guide covers getting the property configured correctly in the first place, and conversion tracking covers making sure the visits this tool tags actually count as something once they land.
We manage the campaigns these links report on
A clean UTM link only matters if someone is watching what it reports back.