Free UTM Builder
Build correctly tagged campaign URLs for GA4 in seconds. Fill in the destination and campaign details, copy the link, and every click becomes attributable in your analytics - and in the automated client reports built on top of them.
The full destination URL, including https://
The referrer: google, facebook, newsletter, linkedin
Marketing medium: cpc, email, social, referral
The campaign identifier: product launch, promo code, slogan
Optional: paid search keywords
Optional: differentiates ads or links pointing at the same URL
Your campaign URL
Tip: keep utm_source and utm_medium lowercase and consistent — GA4 treats “Google” and “google” as different sources.
Why consistent UTM tagging matters
Every untagged link becomes “direct” traffic in GA4 - invisible, unattributable, and impossible to report to a client. Agencies that tag every campaign link can show exactly which channel, campaign, and creative produced each conversion. That attribution is what powers meaningful reporting: ReportsMate reads the same GA4 traffic sources your UTM tags create and turns them into automated, white-label client reports.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags appended to a URL (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell Google Analytics exactly where a visitor came from. They turn a generic "traffic went up" into "the March newsletter drove 214 sessions and 12 conversions".
Which UTM parameters are required?
utm_source and utm_medium are required for GA4 to attribute the session correctly; utm_campaign is strongly recommended. utm_term and utm_content are optional refinements for paid keywords and creative variants.
What is the difference between utm_source and utm_medium?
Source is WHERE the link lives (google, facebook, newsletter); medium is the TYPE of channel (cpc, social, email). A Facebook ad is source=facebook, medium=cpc. A Facebook organic post is source=facebook, medium=social.
Why should UTM tags be lowercase?
GA4 is case-sensitive: "Email" and "email" become two separate mediums and split your data. Keep every parameter lowercase and agree on a naming convention across the team.
Do UTM parameters affect SEO?
Not when used correctly - use them on links you share (ads, emails, social posts), never in internal links on your own site, which can fragment analytics and create duplicate URLs.
Tagged the links? Automate the reporting.
ReportsMate turns your GA4, Google Ads and Meta data - including the campaigns you just tagged - into automated, white-label email reports your clients actually read.
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