Enter the page you are linking to and where the link will appear. The builder adds the UTM parameters, keeps the page's own query parameters and fragment, replaces UTM tags that were already there, and lowercases the values so the same source does not show up twice in your reports.
Enter the URL of the page you are linking toThe UTM parameters Google Analytics reads
Google Analytics 4 supports nine parameters. The descriptions, and the examples for source, medium, campaign and the three newer parameters, are Google's, from its URL builders help article, which says you should always use utm_source, utm_medium and utm_campaign.
| Parameter | What it records | Example |
|---|---|---|
utm_source | Referrer | google, newsletter4, billboard |
utm_medium | Marketing medium | cpc, banner, email |
utm_campaign | Product, slogan, promo code | spring_sale |
utm_id | Campaign ID, to identify a specific campaign or promotion | spring_sale_2026 |
utm_term | Paid keyword | running shoes |
utm_content | Differentiates creatives, such as two links in the same email | header_button, footer_link |
utm_source_platform | The platform directing the traffic | Search Ads 360 |
utm_creative_format | Type of creative (not currently reported in GA4, per Google) | display, video |
utm_marketing_tactic | Targeting criteria (not currently reported in GA4, per Google) | remarketing |
Why the builder lowercases values
Google states that parameter values are case sensitive: utm_source=google is different from utm_source=Google. Lowercasing everything at the moment you build a link is the simplest way to keep one source from splitting into two rows. Untick the option if your naming scheme depends on capitals. The UTM parameters guide covers naming conventions and examples per channel.