UTM Builder

Where do the visitors who send you enquiries come from? With UTM parameters in the link, Google Analytics 4 shows you exactly which newsletter, social media post or poster brought them. The builder puts the links together for you, writes all values consistently and creates a QR code for print materials if needed.

Website address(required)

The page the link should lead to, e.g. wf-creative.com/en/contact/. https:// is added if missing.

Presets for source and medium

Source (utm_source)(required)

Where does the visit come from? For example newsletter, facebook, google, linkedin.

Medium (utm_medium)(required)

Type of channel. For example email, social, paid_social, cpc, qr.

Campaign (utm_campaign)(required)

Name of the campaign, ideally with a date. For example 2026-11-autumn-offer.

Term (utm_term)(optional)

Mainly for paid search: the keyword you bought, e.g. web-design-vienna.

Content (utm_content)(optional)

Tells variants in the same channel apart, e.g. button-top or banner-a.

Campaign ID (utm_id)(optional)

Optional, e.g. the ID from your ad account. GA4 uses it for data import.

Standardise valuesLowercase, hyphens instead of spaces, umlauts transliterated (ä becomes ae), other special characters removed.

Your link with UTM parameters

Test link

Everything runs in your browser. Nothing is sent to us or third parties.

QR code

History

The last 20 links are stored only in this browser (localStorage) and are not sent anywhere. A link is added as soon as you copy it, test it or download the QR code.

No links in the history yet.

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How the tool works

Enter the destination URL and fill in the parameters. The finished link is created live, and you copy it with one click.

The parameters

Required are utm_source (the source, such as newsletter or facebook), utm_medium (the type, such as email, social or cpc) and utm_campaign (the campaign name). Optionally, utm_term distinguishes a search term, utm_content two variants of a post and utm_id a campaign ID.

Presets for typical channels

Presets fill in source and medium for newsletters, posts and ads on Facebook, Instagram and LinkedIn, Google Ads, posters and flyers with a QR code, and the e-mail signature. For Google Ads, the tool points out that auto-tagging is usually the better choice.

Consistent naming

Google Analytics distinguishes between “Newsletter” and “newsletter”. The builder therefore writes everything in lower case, replaces spaces with hyphens and German umlauts with ae, oe, ue and ss. That way, all visits from one campaign end up in the same row.

Existing parameters and anchors are kept

If your destination URL already contains parameters or a # anchor, they are preserved. The UTM parameters are added in the right place so that the link keeps working.

QR code and history

For posters, flyers or print ads, download the QR code as SVG for print or as PNG. Your browser remembers your last 20 links in a local history so you can find them again later.

Why clean UTM links pay off

Without UTM parameters, a lot ends up in Google Analytics 4 as “direct” or “referral”: clicks from e-mail programs, apps or printed QR codes cannot otherwise be attributed. With a tagged link, you see which activity really brings visitors.

Even more important than visitor numbers are enquiries and sales. If your conversions are set up in GA4, you see for each campaign how many contact requests or orders it generated. This way you invest your budget where it works.

The most common mistake is inconsistent naming. If one team member writes “Facebook” and another “fb”, a campaign splits into several rows. Fixed presets and automatic lower case make sure everyone on the team works the same way.

Structure of a UTM link

https://www.musterfirma.at/angebot/?utm_source=newsletter&utm_medium=email&utm_campaign=fruehling-2026

# utm_source=newsletter       Source: where the visit comes from
# utm_medium=email            Medium: the type of channel
# utm_campaign=fruehling-2026 Campaign: name of the promotion

In Google Analytics 4 you find the results under Reports > Acquisition > Traffic acquisition. Select “Session campaign” as the dimension there to see visits and conversions per campaign.

Frequently asked questions about the UTM builder

Should I also use UTM parameters for Google Ads?

Usually not. With auto-tagging, Google Ads passes campaigns, ad groups and search terms to Google Analytics much more precisely. You only need UTM parameters there if you use a different analytics tool or have deliberately switched off auto-tagging.

May I use UTM links on my own website?

Better not. An internal link with UTM parameters starts a new session in GA4 and overwrites the original source of the visit. UTM links belong in e-mails, posts, ads and print materials, not in your own navigation.

What is the difference between source and medium?

The source names the specific sender, such as newsletter, linkedin or poster-vienna. The medium describes the type of channel, such as email, social, cpc or print. GA4 also uses the medium to assign visits to its default channel groups.

What is utm_content for?

It lets you distinguish variants within a campaign, such as two buttons in a newsletter or two versions of an ad. This shows you which variant works better.

The link is very long. Is that a problem?

Not technically. For printed materials, you use the QR code anyway. In social media posts you can shorten the link with a link shortener if needed, and the parameters are retained.

Is my input stored?

No. The tool runs entirely in your browser. Your input and files are neither transferred to us nor to third parties, and they are not stored. The history of your links is kept only locally in your browser on your device, and you can delete it at any time. More in our privacy policy.

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