Question 1

What are UTM parameters?

Accepted Answer

UTM parameters are short tags you add to a URL, such as utm_source, utm_medium and utm_campaign. When someone clicks the link, your analytics tool reads the tags and attributes the visit to the right campaign and channel.

Question 2

Why do my links land in "Unassigned" in GA4?

Accepted Answer

GA4 only assigns a channel when source and medium match its rules. A medium like "Newsletter" (capitalized) or "FB-Ads" does not match anything, so the session lands in Unassigned. This builder warns you before that happens.

Question 3

Are UTM parameters case-sensitive?

Accepted Answer

Yes. GA4 treats "Email" and "email" as two different values, which splits your reports. Stick to lowercase everywhere; this builder flags uppercase values as you type.

Question 4

Do UTM tags hurt SEO?

Accepted Answer

Not when used for their purpose: campaign links you share in emails, ads and social posts. Avoid tagging internal links on your own site, and use canonical tags on landing pages so tagged URLs never compete with the clean URL.

Question 5

Which medium values does GA4 recognize?

Accepted Answer

The safe set includes cpc, ppc, paid-social, display, banner, email, social, affiliate, referral, video, audio, sms and push. Anything outside the recognized vocabulary risks landing in Unassigned; the dropdown in this builder only offers values that map to a real channel.

Question 6

How many UTM parameters should I use?

Accepted Answer

Source, medium and campaign cover most needs. Term is for paid keywords and content for A/B variants of the same ad or placement. More tags mean longer URLs, so add only what you will actually segment by.

Build campaign links that GA4 actually understands. Every source and medium combination is checked against Google's channel rules before you copy it. Free, no signup needed.

Free UTM builder with GA4 check