How do you build a UTM link?
Add three parameters to the landing page URL: utm_source (where: facebook, linkedin, newsletter), utm_medium (how: paid_social, cpc, email) and utm_campaign (which campaign). Keep values lowercase with no spaces. For example:
https://example.com/sale?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale
GA4 reads source and medium together to decide the channel: that link is reported as Paid Social.
UTM naming conventions that keep reports clean
- Lowercase everything. GA4 is case-sensitive.
- No spaces. Use underscores or hyphens, and pick one.
- Use mediums GA4 recognises: cpc for search, paid_social for paid social, display for banners, cpv for paid video, email for email.
- Keep sources consistent: always facebook, not fb in one ad and Facebook in another.
Which GA4 channel will my link land in?
| utm_source | utm_medium | GA4 default channel |
|---|---|---|
| cpc | Paid Search | |
| facebook / linkedin / tiktok | paid_social | Paid Social |
| social | Organic Social | |
| ads | Organic Social (common mistake) | |
| youtube | cpv | Paid Video |
| any | display | Display |
| newsletter | ||
| partner_site | affiliate | Affiliates |
What the UTM checker catches
Paste a list of links or drop in an ads export (every URL in the file is checked) to find missing source, medium or campaign; capitals and spaces that split reports; duplicate parameters; UTMs placed after a # where analytics can’t see them; and source/medium pairs that GA4 files as Unassigned, or as organic when you’re paying for them. To check budgets and dates too, use the campaign setup checker.
Planning the campaign too? Lay out channels, flights and budgets in the free media plan builder, then import its channels here to tag them all at once.
How to use the UTM builder
- Paste the landing page. Enter the URL the ad links to. Parameters and #anchors already on it are kept.
- Set source and medium. utm_source is the platform (facebook, linkedin, newsletter) and utm_medium the type (paid_social, cpc, email).
- Name the campaign. Use the same utm_campaign across channels, like spring_sale_2026, so channels can be compared.
- Check the channel and copy. Confirm the GA4 channel shown is the one you expect, then copy the link into the ad.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags added to the end of a URL (utm_source, utm_medium, utm_campaign, and optionally utm_content, utm_term and utm_id) that tell Google Analytics where a visit came from. Without them, paid social and email traffic often shows up as referral, direct or unassigned.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. GA4 uses source and medium to decide the default channel group, so those two matter most. utm_content is useful for telling ads or creatives apart, and utm_term for keywords or audiences.
Why is my paid social traffic showing as Organic Social in GA4?
GA4 only counts social traffic as Paid Social when the medium looks paid: it must contain "cp" (cpc, cpm, cpv), be "ppc" or "retargeting", or start with "paid" (paid_social). A medium like "ads" or "facebook_ads" with source "facebook" is reported as Organic Social. The checker flags this.
Are UTM parameters case-sensitive?
Yes. GA4 treats "Facebook" and "facebook" as two different sources, which splits your reports. Keeping every value lowercase avoids it; the builder lowercases by default.
Should I add UTMs to Google Ads links?
With auto-tagging on, Google Ads adds a gclid parameter that GA4 uses instead, so manual UTMs aren’t needed. Use UTMs for every other platform: Meta, LinkedIn, TikTok, email, programmatic, affiliates and offline QR codes.
Can I build UTMs for every channel in my media plan at once?
Yes. Use the Bulk / media plan tab: add a row per channel, or import the channels from a plan you built in the free media plan builder. Source and medium are filled in for each channel so GA4 files the traffic correctly, and you can export everything as CSV.