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    Free tool · Google Ads

    UTM Builder

    Build clean, consistent UTM links for any channel, or generate a Google Ads final URL suffix with ValueTrack parameters.

    • 100% free
    • No sign-up
    • Runs in your browser

    Uses ValueTrack parameters so Google Ads fills in the campaign, keyword and ad automatically. Paste the result into the campaign's Final URL suffix.

    Tagged URL

    https://yourstore.com/collections/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

    How do I build UTM links and a Google Ads final URL suffix?

    UTM parameters are tags added to the end of a URL that tell your analytics tool where a visit came from. When someone clicks a link tagged with utm_source=newsletter&utm_medium=email, GA4 and most other analytics platforms record that session under that source and medium. Without them, traffic from emails, social posts, influencers and many ad platforms ends up lumped together or misattributed.

    ParameterPurposeExample
    utm_sourceWhere the traffic comes fromnewsletter, facebook, google
    utm_mediumThe type of channelemail, paid_social, cpc
    utm_campaignThe specific campaignblack_friday_2026
    utm_termThe keyword or targetingrunning_shoes
    utm_contentWhich creative or linkhero_banner, footer_link

    When to use the utm builder

    Best for

    • Tagging email, social and influencer links
    • Tagging every ad at once with a final URL suffix
    • Keeping naming consistent across a team

    Not the right pick for

    • Internal links on your own site
    • Replacing Google Ads auto-tagging with GA4

    How it works

    1. 1

      Paste your URL

      Enter the landing page including https.

    2. 2

      Fill in the core fields

      Add source, medium and campaign, plus term and content if needed.

    3. 3

      Or switch to Google Ads mode

      Choose details like campaign ID, keyword and device.

    4. 4

      Copy the output

      Use the tagged URL, or paste the suffix into Google Ads.

    How to use the UTM builder

    Standard mode

    1. Paste your landing page URL, including https://.
    2. Fill in source, medium and campaign. These three are the core fields.
    3. Add term and content if you need to separate keywords or creatives.
    4. Copy the tagged URL and use it in your email, post or ad.
    1. Switch to Google Ads mode.
    2. Choose the details you want recorded, such as campaign ID, ad group ID, keyword, match type and device.
    3. The tool inserts the matching ValueTrack parameters, for example {campaignid}, {adgroupid}, {keyword}, {matchtype} and {device}.
    4. Copy the final URL suffix output and paste it into the Final URL suffix field at the account, campaign or ad group level in Google Ads.

    How ValueTrack parameters work

    ValueTrack parameters are placeholders in braces that Google Ads replaces with real values at the moment of the click. {campaignid} becomes the numeric campaign ID, {matchtype} becomes e, p or b for exact, phrase or broad, and {device} becomes m, t or c for mobile, tablet or computer. Using them in a final URL suffix means one setting tags every ad in its scope automatically, instead of hand-building a URL for each ad.

    Note that {keyword} returns a blank value when an ad serves without a keyword, as happens in Performance Max, Shopping and dynamic search ads.

    Final URL suffix vs tracking template

    The final URL suffix holds parameters that should be attached to your landing page URL, which is where UTM tags belong. Enter it without a leading question mark; Google adds the correct separator. A tracking template is for routing clicks through a third-party tracker and must include {lpurl}. Most stores only need the suffix.

    Do you need UTMs with Google Ads auto-tagging?

    If your Google Ads account is linked to GA4 and auto-tagging is on, Google adds a gclid to clicks and GA4 attributes them to Google Ads automatically, with campaign details imported. Adding UTMs on top can override or conflict with that data in some setups. Many stores leave auto-tagging alone for Google Ads and use UTMs for every other channel, adding ValueTrack details in the suffix only when another tool (a CRM, a non-Google analytics platform) needs them. Whatever you choose, keep the conversion data itself coming from proper tracking; our guide to Google Ads conversion tracking for e-commerce covers the setup.

    Common mistakes

    • Inconsistent naming. Facebook, facebook and fb show up as three different sources. Pick a convention, use lowercase, and stick to it.
    • Tagging internal links. UTMs on links within your own site start a new session and wipe out the original source.
    • Spaces and special characters. Use underscores or hyphens instead of spaces.
    • Putting UTMs in the final URL of every ad instead of using a single final URL suffix.
    • Duplicate question marks when the landing page URL already has parameters. The builder handles the separator for you.

    Tips

    • Keep a shared spreadsheet of approved source and medium values for your team.
    • Tag product links in emails and social posts so you can see which channels drive sales, not just visits.
    • Check your ad copy before launch with the Google Ads copy checker.
    • If campaign data in analytics does not add up, our Google search ads service includes a tracking audit.

    Free tool vs having us run your Google Ads

    Free tool (do it yourself)Mercantads does it for you
    Know your numbersCalculate them hereTargets set from your real margins and data
    CampaignsLearn and build them yourselfShopping, Performance Max and Search built for you
    OptimizationWhenever you find timeWeekly search terms, bids, budgets and feed updates
    ResultsDepends on your time and experienceA Google Partner team focused on your profit
    Talk to us
    FAQ

    Frequently Asked Questions

    Source, medium and campaign are the core three most analytics setups rely on. Term and content are optional but useful for separating keywords and creatives.

    In the campaign or account settings under campaign URL options, in the Final URL suffix field. You can also set it at the ad group or ad level to override the higher level.

    Yes. GA4 treats Email and email as different values, so use lowercase consistently.

    Not when used correctly on external links pointing to your site. Do not use them on internal links, and make sure your pages have a canonical tag pointing to the clean URL.

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    UTM Builder

    Build clean, consistent UTM links for any channel, or generate a Google Ads final URL suffix with ValueTrack parameters.

    Use the utm builderGet expert help