Free Google UTM Builder for Social Media
Free UTM builder for Google Analytics 4: tag a link with source, medium and campaign for 9 networks, including LinkedIn and Facebook. No sign-up.
Fill in for a network
Your link
Enter your website URL, for example pubblica.net.
GA4 is case-sensitive: Instagram and instagram show up as two sources. Keep tags lowercase. Network buttons set the medium to social, so visits land in Organic Social.
A UTM builder, also called a UTM generator or UTM code generator, adds tracking tags to a link, so Google Analytics 4 shows which network, campaign and post sent each visit. Marketers, creators and founders use it before they share a link on social media.
How to build a UTM link for Google Analytics
- Paste the page URL. Use the page people should land on, for example a product or signup page.
- Pick a network. The buttons set
utm_sourceto the network andutm_mediumtosocial. - Name the campaign. Use one short name for every link in the campaign, such as
spring_launch. - Add content if you need it.
utm_contenttells two links in one campaign apart, such asbio_linkandpost_link. - Copy the link. Paste it into your post or bio.
UTM parameters explained
Google's guide to URL builders says to always set the first three tags below. A missing one shows up as (not set) in reports.
| Parameter | In GA4 | Example | What it records |
|---|---|---|---|
utm_source | Always set | instagram | The site or app that sent the visit |
utm_medium | Always set | social | The type of traffic: social, email, cpc |
utm_campaign | Always set | spring_launch | The campaign, product or promo |
utm_term | Optional | scheduler | The paid keyword |
utm_content | Optional | bio_link | Which link or creative got the click |
UTM source and medium for LinkedIn, Facebook and other networks
Google Analytics sorts visits into channels by source and medium. Any visit with the medium social lands in Organic Social, whatever the source (default channel groups). These are the values the network buttons fill in:
| Network | utm_source | utm_medium |
|---|---|---|
instagram | social | |
| Threads | threads | social |
facebook | social | |
linkedin | social | |
| X | twitter | social |
| TikTok | tiktok | social |
| YouTube Shorts | youtube | social |
pinterest | social | |
| Telegram | telegram | social |
For X, the source is twitter: that is the name on the Google Analytics list of social sites. For ads, change the medium to cpc or a value that starts with paid, such as paid_social, and the visits count as Paid Social.
UTM naming conventions
- Keep every tag lowercase. Google Analytics is case-sensitive:
Instagramandinstagramshow up as two sources. - Use underscores instead of spaces. A space turns into
%20in the link, whilespring_launchstays readable. - Reuse one campaign name across networks. The source already tells networks apart, so one campaign gives one row to compare.
- Write the names down. A shared sheet of sources, mediums and campaigns keeps the whole team tagging links the same way.
How to see UTM data in Google Analytics 4
Open Reports, then Acquisition, then Traffic acquisition. Switch the table's dimension to Session source / medium to compare networks, or to Session campaign to compare campaigns (traffic acquisition report).
Where to use UTM links on social media
- Bio links. Tag the link in each profile with its own source and
utm_content=bio_link, so you know which profile sends visits. - Launch posts. Share one campaign on every network, each link with its own source, and compare networks in one report.
- Post tests. Share two versions of a post with different
utm_contentvalues, such asphotoandvideo, and see which one brings more visits.
To publish a launch with a tagged link for each network, write the post once in Pubblica, give every network its own caption with its own link, and schedule them together with social media automation.
