UTM Builder for Google Analytics 4
Add utm_source, utm_medium and utm_campaign to any link and this builder shows which GA4 channel the visits will land in, using Google's own channel rules, so your Facebook, WhatsApp and email traffic never ends up in "Unassigned". Copy the link or download it as a QR code.
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How to build a UTM link
- Paste the page address people should land on. Pasting a link that already has UTM tags fills the fields.
- Pick a preset or type a source, medium and campaign. Keep names short, lowercase and consistent.
- Check the GA4 channel. If it says Unassigned, change the medium.
- Copy the link into your post, bio, email or WhatsApp message, or download the QR code for print.
- See the results in GA4 under Reports, Acquisition, Traffic acquisition, by Session source / medium or Session campaign.
How GA4 sorts UTM traffic into channels
Google's default channel group checks the medium and source in a fixed order. These results come from the same rules the builder uses:
| utm_source | utm_medium | GA4 channel |
|---|---|---|
newsletter | email | |
facebook | social | Organic Social |
whatsapp | social | Organic Social |
facebook | paid_social | Paid Social |
instagram | cpc | Paid Social |
google | cpc | Paid Search |
youtube | video | Organic Video |
tiktok | paid | Paid Other |
partner_site | affiliate | Affiliates |
blog_kopi | referral | Referral |
sms | sms | SMS |
partner_site | banner | Display |
poster_dungun | qr | Unassigned |
The source lists for social, search, video and shopping sites come from a spreadsheet Google maintains; this builder includes the best-known ones (Facebook, Instagram, LinkedIn, X, Google, Bing, YouTube, Amazon). For other sources, a clear medium such as social or email decides the channel.
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UTM parameters
| Parameter | Use | Example |
|---|---|---|
utm_source (always) | Where the click comes from | facebook, newsletter |
utm_medium (always) | Type of link | social, email, cpc |
utm_campaign (always) | Product, promotion or slogan | raya_sale_2026 |
utm_id | Campaign ID for data import | rs2026 |
utm_term | Paid keyword | kalkulator_zakat |
utm_content | Which link or creative was clicked | top_button |
utm_source_platform | Platform that sent the traffic | Search Ads 360 |
utm_creative_format, utm_marketing_tactic | Accepted, not currently reported in GA4 | video, remarketing |
Note: UTM tags are visible to anyone who sees the link and do not hide or protect it. Never put personal data such as names, emails or phone numbers in UTM values.
Sources
Frequently asked questions
What is a UTM link?
A UTM link is a normal web address with tags added after a ? that tell Google Analytics where a visit came from, for example https://www.example.com/promo?utm_source=facebook&utm_medium=social&utm_campaign=raya_sale. The page opens as usual; Analytics reads utm_source, utm_medium and utm_campaign and shows the visit under that source and campaign in the Traffic acquisition report.
Which UTM parameters are required?
Google says to always use utm_source (where the click comes from, such as facebook or newsletter), utm_medium (the type of link, such as social, email or cpc) and utm_campaign (your campaign name). utm_id, utm_term and utm_content are optional; utm_creative_format and utm_marketing_tactic are accepted but not currently reported in Google Analytics.
Which channel will my traffic appear in?
GA4 sorts tagged visits into default channels using the medium and source. medium email becomes Email, medium social (or a source like facebook or instagram) becomes Organic Social, a social source with medium cpc, ppc or paid_social becomes Paid Social, medium affiliate becomes Affiliates and medium sms becomes SMS. The builder shows the channel as you type. A medium that matches no rule, such as qr or offline, lands in Unassigned.
Should UTM values be lowercase?
Yes. GA4 treats Facebook, facebook and FACEBOOK as three different sources, which splits your reports. The builder lowercases values and turns spaces into underscores by default. Pick one naming style and use it for every campaign.
How do I track a QR code on a poster or flyer?
Build the link with source set to the place (poster_dungun, flyer_bazaar), a medium and a campaign, then download the QR code from this page. GA4 has no offline channel, so a medium like qr or offline lands in Unassigned; either accept that and filter by source, or create a custom channel group in GA4 for medium qr.
Do I need UTM tags for Google Ads?
Usually not. Google Ads auto-tagging adds a gclid to each click and sends campaign data to a linked GA4 property automatically. Use UTM tags for everything else: Facebook and Instagram, WhatsApp and Telegram messages, emails, affiliates, influencers, QR codes and SMS.
Should I use UTM tags on links inside my own website?
No. A UTM link on your own site starts a new session and overwrites the real source of the visit, so a visitor from Google search would suddenly look like a campaign visit. Use UTM tags only on links that bring people to your site from somewhere else.
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