Free UTM builder for marketing teams

UTM links built to your team’s rules

Clean campaign data without the naming-convention nagging. Approved values in dropdowns, formatting fixed as you type.

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One row per source in your reports
Nothing to tidy up at month end
Channel problems caught before the spend goes out
Repeat campaigns tagged in a minute

Sourceutm_source

Choose a sourcelinkedin

Theme

Autumn Launch!autumn-launch

"Autumn Launch!" → autumn-launch

This is LinkedIn in most GA4 accounts

Before

utm_source

LinkedIn
linkedin
li
Linkedin.com
LINKEDIN
linked-in
lnkd

After

utm_source

example.com/pricing?utm_source=linkedin&utm_medium=paid-social&utm_campaign=q4-launch&utm_id=li-2026-014

Seven rows for one source, because somebody typed LinkedIn, somebody else typed li, and the agency went with linkedin.com. Three of them aren't sources GA4 recognises, so some of that traffic lands in the wrong channel as well.

What changes

One row per source in your reports

An admin sets the approved values once, and the rest of the team picks from dropdowns.

Sourceutm_source

linkedin
google
facebook
newsletter
partner

Nothing to tidy up at month end

Type Autumn Launch! and it comes out as autumn-launch, with a note showing what changed.

Catch channel problems before the spend goes out

Each link shows where GA4 will put it. For instance, meta reports as Paid Other, and facebook as Paid Social.

Sourceutm_source

metafacebook

https://example.com/pricing?utm_source=meta&utm_medium=paid-social&utm_campaign=q4-launch

https://example.com/pricing?utm_source=facebook&utm_medium=paid-social&utm_campaign=q4-launch

utm_source=meta → Paid Other. facebook → Paid Social.

Repeat campaigns tagged in a minute

Add the destinations once, then next month reuse the batch and change the date.

https://example.com/blog/october-digest
utm_content=october-digest
https://example.com/pricing
utm_content=pricing
https://example.com/events/webinar
utm_content=webinar

It also keeps existing query strings and #anchors intact, keeps a searchable log with CSV export, makes QR codes, and prints your rules as a one-page sheet for new starters and agencies.

Check what's already live

Paste any link and see what GA4 will do with it, plus a cleaned-up version to swap in.

Paste a link from your last campaign

Paste the full link, including https://. It is checked in your browser and never sent anywhere.

Or try an example

Predicted GA4 channel

Paid Other

Medium 'paid-social' counts as paid, but source 'meta' isn't in any of GA4's shopping, search, social or video lists, so this is Paid Other.

Splits reporting 1 Worth fixing 1

Findings

Splits reporting1

Source 'meta' isn't in GA4's list of social sources, so this paid link lands in Paid Other, and your source report keeps it apart from 'facebook' and 'instagram'.
Fix: Use 'facebook' or 'instagram' as the source and it lands in Paid Social.

Worth fixing1

Google recommends adding utm_id and utm_source_platform.
Fix: Add utm_id with your ad platform's campaign ID, and utm_source_platform with the platform that ran the campaign.

Your link

https://example.com/pricing?utm_source=meta&utm_medium=paid-social&utm_campaign=q4-launch

Tracking parameter
Splits reporting or worth fixing

Suggested fix

https://example.com/pricing?utm_source=facebook&utm_medium=paid-social&utm_campaign=q4-launch

With this fix:

utm_source: meta becomes facebook

Starts a new link in the builder and fills in the values your rules allow.

GA4 rules as of 30 Sep 2026

Got a whole list? Check up to 50 at once

How it compares

Google's builder is fine for a one-off link. Here's how Tagline compares.

Tagline compared with Google's Campaign URL Builder and other free UTM builders
Feature	Tagline	Google's Campaign URL Builder	Other free UTM builders
Your team's own approved values	Yes	No	Examples only. Your own rules need a paid tool
Tidies formatting as you type	Yes	No	Some do
Shows the GA4 channel before you send it	Yes	No	Some do
Audits links you've already made	Yes, one link or up to 50	No	Some do
Several links per campaign, reusable next month	Yes	No	Some do
Keeps a log of what was built	Yes	No	No
Google Play links and a link shortener	No	Yes	Some do
Free	Yes	Yes	Usually, with an upsell

Your team's own approved values
Tagline: YesGoogle: NoOthers: Examples only. Your own rules need a paid tool
Tidies formatting as you type
Tagline: YesGoogle: NoOthers: Some do
Shows the GA4 channel before you send it
Tagline: YesGoogle: NoOthers: Some do
Audits links you've already made
Tagline: YesGoogle: NoOthers: Some do
Several links per campaign, reusable next month
Tagline: YesGoogle: NoOthers: Some do
Keeps a log of what was built
Tagline: YesGoogle: NoOthers: No
Google Play links and a link shortener
Tagline: NoGoogle: YesOthers: Some do
Free
Tagline: YesGoogle: YesOthers: Yes, usually with an upsell

Usually, with an upsell.

Based on the six builders I looked at in September 2026. Some free builders also audit links or show the GA4 channel, and Google's is still the one to use for Google Play links. I haven't looked at all of them.

Why I built it

I'm a product marketer, and I've spent more hours than I'd like cleaning up GA4 source reports, usually the week before someone needed the numbers. Every team I've joined had a UTM spreadsheet and a naming doc, and hardly anyone opened the doc.

So I built the thing I kept wishing we'd had.

I reckon most teams would get better campaign data from a stricter builder than from another dashboard. Tagline's free, and there's no paid version coming.

More about me at jonathanburns.co.uk.

Build a link

The demo comes loaded with an example taxonomy and a newsletter batch, so you can try it without setting anything up.

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