Tags only help if GA4 is set up to read them
Clean links are the first step. Our tracking and website ecosystem service sets up GA4, Tag Manager and consent so your reports can be trusted, tests every tag, and hands it over.
Free tool
UTM tags tell GA4 where each visit came from. When one channel is spelled three ways, GA4 splits it into three rows and your report stops making sense. Build new links below, or paste a list of old ones to find the mistakes, tidy them and see which GA4 channel each will land in.
UTM link builder and checker
Link details
Your link appears here as you type. Fill in the address, source, medium and campaign, or try an example.
Your link
Where GA4 will most likely put these visits
-
Your links
Paste a list of links on the left and we read each one: what is missing, what will split your reports, a tidied copy, and the GA4 channel it will land in.
- 0Look fine
- 0To check
- 0To fix
Short and plain
How it works
Step 1
Pick Build to make one link, or Check to paste a list of links, one per line.
Step 2
Build: fill in the page address, source, medium and campaign. We tidy capitals and spaces as you type. Check: we read each link and list what is wrong.
Step 3
See which GA4 default channel each link will most likely land in, so a bad medium shows up before you send anything.
Step 4
Copy the clean links, or download the checked list as a CSV for your team's tracker.
Worth knowing
Which medium lands where
| Medium | Use it for | GA4 channel |
|---|---|---|
email | Newsletters and campaign emails | |
cpc | Paid clicks (Paid Search from a search source) | Paid Other |
paid_social | Paid posts (Paid Social from a social source) | Paid Other |
social | Unpaid social posts and bios | Organic Social |
organic | Unpaid search listings | Organic Search |
referral | Links on other websites | Referral |
display | Banner and display ads | Display |
affiliate | Affiliate partners | Affiliates |
sms | Text messages | SMS |
Based on the rules Google documents for GA4's default channel group. Google keeps its own lists of search and social sites and can change its rules, so check Google's current documentation before you rely on a result. A medium that matches no rule shows as Unassigned.
What to do next
Then what?
Also free
Good questions
Common questions
What do source, medium and campaign mean?
Source is where the click comes from, such as a newsletter or a partner site. Medium is the type of channel, such as email, social or cpc. Campaign is the name of the push you are running. GA4 uses all three to group visits in your reports.
Why does the tool make everything lowercase?
GA4 treats Email and email as two different values, so one channel can split into several rows in your reports. Lowercase with hyphens keeps each name in one place. You can switch the tidying off if you need your own spelling.
How do you know which GA4 channel a link lands in?
We follow the rules Google documents for GA4's default channel group, which look at the medium, the source and sometimes the campaign name. Google keeps its own long lists of search and social sites, so for a source we do not know the preview says it depends on Google's list. Google can change its rules, so check its current documentation before you rely on a result.
Should I add UTM tags to links inside my own website?
No. Tags on links inside your own site can overwrite where the visit really came from. Use them on links that bring people to your site from outside, such as emails, ads, social posts and partner pages.
Does this tool store my links?
No. It runs in your browser and sends nothing to us. Close the tab and the links are gone, so copy or download them first.
Rather have us do it?
We can set it up
The tools are free to use. If you would rather have the tracking, ads or website done and tested for you, send us the brief.
