UTM Builder
Build clean, consistent UTM-tagged URLs. Lowercased, spaces turned to hyphens, and non-Latin text transliterated — automatically. Pick a preset or fill the fields manually.
Fill destination URL, source, medium and campaign to see your tagged URL here.Naming conventions that save you
- Lowercase, and one separator everywhere. These presets use snake_case: `utm_source=google_search`, not `Google Search`. Underscores you type are kept; spaces become hyphens.
- Pick one source name per platform and stick to it across all teams. Document the list once.
- Never UTM-tag internal links. Internal taggings overwrite the original session source and orphan the conversion.
- utm_id is optional but useful for matching back to ad-platform campaign IDs in BigQuery.
FAQ
What are UTM parameters?
UTM parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) are tags appended to a URL so that Google Analytics, GA4 or your data warehouse can attribute the visit to a specific campaign, channel and creative.
What is the right naming convention for UTM tags?
Use lowercase, no spaces, kebab-case. Pick one canonical source name per platform (google, meta, yandex_search, kaspi) and reuse it everywhere. Document the list once, and never UTM-tag internal links — they overwrite the original session source.
Should I use utm_id?
Optional but useful. utm_id lets you join GA4 sessions back to ad-platform campaign IDs in BigQuery without parsing campaign names. Set it to the platform campaign ID (for example the Google Ads or Meta campaign ID).
Does this builder cover Kaspi, Yandex and TikTok?
Yes. The presets cover Google Ads, Meta, TikTok, Yandex Direct, Kaspi, email and Telegram. Pick a preset to fill source and medium with canonical values, then set campaign, content and term yourself.
A clean link is the easy half
This builder gets the tags right. It can't tell you whether the click survives a redirect tracker, whether the gclid still exists by the time the CRM records a sale, or whether your channel report is quietly counting the same Google twice. Those break downstream of the URL, and they are the ones that cost money.
Field notes: Google Ads sees the leads but not the money: fixing a broken gclid chain
The document we fill in before anyone opens a container: naming conventions, identity model, event and property tables with worked examples, a destination map, and the QA checklist that catches double-counted revenue.