UTM Builder for Meta, Google & TikTok Ads

Runs in your browser. Nothing is uploaded or stored.

Landing page URL

Platform Use dynamic parameters

Meta fills {{campaign.name}}, {{adset.name}} and {{ad.name}} at delivery time. Paste the whole URL into the ad's Website URL field.

utm_sourceutm_medium

utm_campaign

utm_content ad or creativeutm_term ad set or keyword

Lowercase and hyphenate values

Your tagged link

Your tagged link will appear here.

GA4 check

A naming convention that survives

The tool enforces three rules we use on every client account: lowercase everything, separate words with hyphens, and keep the medium to one of two values. paid-social for Meta, TikTok, Snapchat and LinkedIn, cpc for Google and Microsoft. GA4's default channel grouping reads the medium first, so these two values are what land traffic in Paid Social and Paid Search.

https://example.co.uk/offer?utm_source=facebook&utm_medium=paid-social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}

Why dynamic parameters

With Meta's placeholders in the link, one URL works for every ad in the account and GA4 shows the real campaign, ad set and ad names. Rename a campaign in Ads Manager and the tracking follows. The same applies to TikTok's __CAMPAIGN_NAME__ style tags. Google Ads should normally use auto-tagging instead, so the tool only adds ValueTrack tags there if you ask it to.

Checking it worked

Open GA4, go to Reports, Acquisition, Traffic acquisition, and look for the medium you set. If paid social traffic is appearing under Unassigned or Paid Other, the medium is wrong. Fix the link, not the channel grouping.

FAQ

UTM builder for Meta, Google & TikTok: questions answered.

What is a UTM parameter?

A tag added to the end of a link so Google Analytics knows where the visitor came from. utm_source, utm_medium and utm_campaign are the three that matter; utm_content and utm_term add detail.

Which UTM medium should I use for paid social?

utm_medium=paid-social (or paidsocial, paid_social) with a social source such as facebook, instagram or tiktok. That is what GA4 needs to file the traffic under its Paid Social channel. Using utm_medium=social puts it under Organic Social, and cpc puts it under Paid Other.

Do I need UTMs on Google Ads?

Not if auto-tagging is on, which it should be. Google adds a gclid that GA4 reads directly. Only add UTMs to Google Ads if you also use another analytics tool or need utm_campaign names in a specific format.

What are the dynamic parameters?

Placeholders the platform fills in when the ad is served. Meta uses {{campaign.name}}, {{adset.name}} and {{ad.name}}. TikTok uses __CAMPAIGN_NAME__, __CID_NAME__ and __AID_NAME__. Google uses {campaignid}, {creative} and {keyword}. They save you writing a different link for every ad.

Why lowercase everything?

GA4 is case sensitive. "Facebook" and "facebook" show up as two different sources and split your reporting. Lowercase, hyphenated values keep everything together.

Where do I paste the link?

Meta: the Website URL field of the ad, or the URL parameters box with just the part after the question mark. TikTok: the ad's URL. Google: the campaign's Final URL suffix.

Can I build many links at once?

Yes. Switch to bulk mode, paste one landing page per line (optionally with a campaign and content name after commas) and download the CSV.

Does the tool store my links?

No. Everything is built in your browser. Use the copy button or CSV download to keep them.

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A naming convention that survives

Why dynamic parameters

Checking it worked

UTM builder for Meta, Google & TikTok: questions answered.

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