UTM builder for email campaigns: tag one link or a whole list
A UTM builder adds tracking parameters such as utm_source, utm_medium and utm_campaign to a link, so Google Analytics can tell which email or campaign sent each visit. Paste your URL, choose a preset such as Newsletter, name the campaign, and copy the tagged link. Set utm_medium to email so GA4 reports the visit under Email.
where the click comes from
the channel; email for email
one name per campaign
optional
optional; paid keyword
optional; which link or button
Runs in your browser. Existing parameters and #anchors in your link are kept; old UTM values are replaced.
Tag many URLs at once
Fill in source, medium and campaign above first.
Sample result
Your tagged link to acme.example/pricing will show up as Email traffic in GA4.
- Tagged link
- acme.example/pricing
- utm_source
- newsletter
- utm_campaign
- october_launch
What this means for you
You'll see which newsletter clicks became visits, by campaign and by button.
- Lowercases and replaces spaces by default
- Keeps other parameters and the #fragment
- Tags up to 10,000 URLs at once
- Shows the GA4 channel it lands in
- UTM
- GA4
- Bulk
By SimpleVerifier Team · Last updated · Runs in your browser; nothing you paste is sent to us
How do I create a UTM link?
- Paste the page you're linking to. Its own parameters and any #anchor are kept.
- Pick a preset (Newsletter, Cold email, Email signature or SMS) or type source and medium yourself.
- Name the campaign, and add utm_content if the email has more than one link you want to tell apart.
- Copy the tagged link. To tag many pages, open Tag many URLs at once, paste one URL per line and download the CSV.
Example
- You enter
- acme.example/pricing with the Newsletter preset, campaign october_launch and utm_content header_button.
- You get
https://acme.example/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=october_launch&utm_content=header_button, which GA4 groups under the Email channel.- Limits
- Bulk mode tags up to 10,000 URLs at once; runs in your browser.
What are UTM parameters?
UTM parameters are tags added to the end of a URL that tell analytics tools where a visit came from. Google Analytics' guide to collecting campaign data with custom URLs lists them: utm_source (the referrer, such as newsletter), utm_medium (the channel, such as email), utm_campaign (the campaign name), utm_id, utm_term and utm_content, plus newer ones such as utm_source_platform that ad platforms set. The builder covers the six that email campaigns use.
A tagged link looks like https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=october_launch. Google asks for source, medium and campaign on every tagged link, which is why the builder won't produce a link without them.
How do I add UTM parameters to an email link?
Tag each link in the email with the same source, medium and campaign, and use utm_content to tell the links apart, such as header_button and footer_link. Google's own example uses utm_content for exactly that: two calls to action in one email. Then paste the tagged links into your email platform in place of the plain ones.
Most email platforms can also add UTM tags automatically, which is easier for newsletters; for cold email, add them yourself, and keep the links few. Cold email tools that track clicks rewrite links through a tracking domain, so set up a custom tracking domain rather than sending everyone through a shared one.
Which utm_medium makes GA4 count a visit as Email?
Use email. GA4's default channel group puts a visit in the Email channel when the source or the medium is email, e-mail, e_mail or e mail, and in the SMS channel when the source or medium is exactly sms. A medium like newsletter or outreach lands in Unassigned or another channel, which is the most common reason email traffic looks missing in GA4.
The channel rules aren't case sensitive, but the values in your reports are, which is the next section.
Are UTM parameters case sensitive?
Yes. Google Analytics treats utm_source=Newsletter and utm_source=newsletter as two different sources, and SpringSale and Spring_Sale as two campaigns, so one campaign can split across several report rows. Google's advice is a strict lowercase naming convention, which the Lowercase values option applies, along with turning spaces into _ or -.
The order doesn't matter: Google notes you can add parameters to a URL in any order.
How do I build UTM links in Excel or Google Sheets?
With a formula that appends the tags with ? or & depending on whether the URL already has a query string: =A2&IF(ISNUMBER(SEARCH("?",A2)),"&","?")&"utm_source=newsletter&utm_medium=email&utm_campaign=october_launch". It works for plain URLs, but it puts the tags after a #anchor (where analytics can't read them), doesn't replace old UTM values and doesn't encode spaces. The bulk mode above handles all three; paste the column, then download the CSV with the original and tagged URL side by side.
Is this faster than an Excel formula?
| This builder | Excel formula | |
|---|---|---|
| Many URLs at once | Yes, up to 10,000 | Yes, fill down |
| Keeps #anchors working | Yes | No, tags land after the # |
| Replaces old UTM values | Yes | No, adds a second copy |
| Lowercase and space rules | Built in | Extra LOWER and SUBSTITUTE |
| Email and SMS presets | Yes | No |
For a single link, Google also offers its own Campaign URL Builder.
Who uses this tool, and for what?
- Newsletter teams
- Tag every link in an issue with one campaign name and a utm_content per link, so GA4 shows which story or button got the clicks.
- Cold emailers
- Tag the one link in a sequence so booked demos can be traced to the campaign, not lumped into direct traffic.
- Agencies
- Bulk-tag a client's landing pages with a consistent lowercase scheme before a launch, and hand over the CSV.
- SMS teams
- Use the SMS preset so text-message clicks land in GA4's SMS channel instead of Unassigned.
What can’t this tool tell you?
- It tags links; it can't see clicks. Reporting happens in your analytics tool.
- It doesn't shorten links or check that the page loads.
- Merge tags such as {{first_name}} in a value get percent-encoded; add those in your email platform instead.
- GA4 channel rules are Google's and can change; the page reflects the default channel group as published on 17 October 2026.
Common questions
- What is a UTM builder?
- A tool that adds UTM tracking parameters (source, medium, campaign and optional content, term and ID) to a link, so analytics tools can attribute each visit to the email, ad or post it came from.
- What are UTM parameters?
- Tags at the end of a URL, such as utm_source=newsletter, utm_medium=email and utm_campaign=october_launch, that tell Google Analytics and other tools where a visit came from.
- Are UTM parameters case sensitive?
- Yes. Google Analytics reports Newsletter and newsletter as different values, so pick lowercase and stick to it.
- Does the order of UTM parameters matter?
- No. Google Analytics reads them in any order. What matters is that source, medium and campaign are all present and spelled consistently.
- How many UTM parameters are there?
- Five classic ones (source, medium, campaign, term, content) plus utm_id, and newer ones such as utm_source_platform, utm_creative_format and utm_marketing_tactic. Google notes the last two aren't currently reported in Google Analytics.
- How do I check UTM parameters in GA4?
- Open Reports, then Acquisition, then Traffic acquisition. Google says the parameter values appear in that report, broken down by source, medium and campaign.
- Is UTM tracking free?
- Yes. UTM parameters are plain text in a URL; any analytics tool that reads them, including Google Analytics, reports them at no extra cost. This builder is free too.
- Can I bulk add UTM parameters to many URLs?
- Yes. Open Tag many URLs at once, paste up to 10,000 URLs, one per line, and download a CSV of original and tagged URLs.
Sources
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