Free tool · Builder
Build campaign URLs your analytics can trust.
Consistent UTM tags are the cheapest way to improve marketing reporting. Build them here — with automatic clean-up and warnings for common mistakes.
Your campaign URL
Naming tip
Agree on one list of sources and mediums and stick to it. Consistent tags are what make channel reporting trustworthy — and they’re free.
UTM naming rules we recommend
- Always lowercase. GA4 treats “Facebook” and “facebook” as different sources.
- No spaces. Use underscores or hyphens consistently.
- Fixed lists for source and medium. Write them down and share them with everyone who creates links.
- Campaign names that sort well, e.g.
service_offer_season. - Don’t tag internal links on your own site — it overwrites the original source.
Google Ads and UTMs
For Google Ads, auto-tagging (the gclid parameter) is usually the better choice and is required for features like offline conversion import. Use manual UTMs mainly for Meta, email, SMS, QR codes and partners. Learn more about how we structure measurement.
More free tools
- Growth Math CalculatorTurn ad budget, cost per lead and close rates into appointments, customers, CAC, ROAS and break-even cost per lead.
- Conversion Tracking Checklist21 checks to find out whether your marketing reports can be trusted.
- Marketing Metrics GlossaryPlain-language definitions and formulas for CPL, CAC, ROAS, attribution and more.
Want us to run these numbers on your real accounts?
The Growth Audit reviews your ads, tracking and lead process — and shows you where the biggest gains are.
We typically respond within 2–3 business days.