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UTM builder.Tags that measure ad results correctly.

Presets for Google Ads and Meta, ready to paste, with warnings for mistakes that break reports.

Platform

Where the click comes from

The channel type: cpc, paid_social, email

Campaign name or ID

Ad or creative

Keyword or ad set

Full URL

-

Final URL suffix (paste at account, campaign or ad level)

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}
  • Google fills {campaignid}, {creative} and {keyword} at click time. Keep auto-tagging (gclid) on as well.

Why tag ad clicks at all

Each platform reports its own results, and each tends to credit itself. UTM parameters let your analytics and your store or CRM see which campaign a visitor or an order came from, in the same terms for every platform.

That lets you compare a platform’s figure with the orders you can trace to it, which is the basis for judging whether a campaign really pays.

Google Ads: use the Final URL suffix

In Google Ads, put the parameters in the Final URL suffix, not in each ad’s URL. Set it once at account level (or per campaign) and every ad inherits it, so tags stay consistent across campaigns.

The Google preset uses ValueTrack parameters, which Google fills at click time: {campaignid} for the campaign, {creative} for the ad, {keyword} for the keyword. Keep auto-tagging on as well; the gclid it adds is what Google Ads and GA4 use for conversion import.

Meta: use URL parameters

In Meta, paste the string into the ad’s URL parameters field. The preset uses dynamic parameters that Meta fills when the ad is served: {{campaign.name}}, {{adset.name}}, {{ad.name}}, and {{site_source_name}}, which becomes fb, ig, an or msg depending on where the ad ran.

Rules that keep reports clean

Most broken attribution comes from inconsistent tags, not missing ones.

  • Use lowercase: GA4 treats “Google” and “google” as two sources.
  • Keep utm_medium to a few fixed values: cpc, paid_social, email.
  • Avoid spaces; use underscores or hyphens.
  • Don’t tag internal links on your own site; it overwrites the original source.
  • Don’t put UTMs in both the URL and the suffix; they’ll be duplicated.

Do I need UTMs if Google auto-tagging is on?

Auto-tagging (gclid) is enough for Google Ads and GA4 to talk to each other. UTMs make the same click readable to everything else: your store, your CRM, and other analytics tools. Use both.

Why use {campaignid} instead of the campaign name?

IDs don’t change when a campaign is renamed, so historical data stays connected. If you prefer names, Google also supports a custom parameter you define per campaign.

Will the suffix break my landing page?

Almost never. Parameters are added after a question mark, or after an ampersand if the URL already has one. If your page strips or rejects unknown parameters, test one URL before applying the suffix account-wide.

Can I use Hebrew in UTM values?

You can, but it will be URL-encoded and harder to read in some tools. Lowercase English values or IDs are more reliable across analytics systems.

Is anything I enter saved?

No. The URL is built in your browser and nothing is sent to us.

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