UTM Builder for Ecommerce

Build a tagged campaign URL with ecommerce presets for email, SMS, influencer posts and QR codes, and a naming convention that keeps GA4 clean.

Your details

Destination URL

Campaign source (utm_source)

Where the click comes from: klaviyo, instagram, google, sms…

Campaign medium (utm_medium)

Campaign name (utm_campaign)

Term, for paid search keywords (optional)

Content, to tell two links apart (optional)

Force lowercase and hyphens

Your tagged URL

https://yourstore.com/products/organic-cotton-tee?utm_source=klaviyo&utm_medium=email&utm_campaign=fall-restock-2026

Keep a naming convention: lowercase, hyphens not spaces, and the same campaign name across every channel promoting it, so GA4 groups the traffic together.

The three fields that matter

Google Analytics groups traffic by three campaign parameters: utm_source (where the click came from), utm_medium (the type of channel) and utm_campaign (which specific push it belongs to). All three should be filled in on every tagged link, or GA4 can't group the traffic properly.

utm_term is mostly for paid search keywords; leave it blank outside of paid search.
utm_content differentiates two links that otherwise share the same source, medium and campaign, like a header button versus a footer link in the same email.

Keep a consistent naming convention: lowercase, hyphens instead of spaces, and the exact same campaign name across every channel promoting the same push. "Fall-Restock" and "fall-restock" are two different campaigns to GA4.

Questions people ask

Do I need UTM parameters on every link I share?

Only for links you want tracked as a specific campaign outside your normal channels. A link in your site's own navigation doesn't need them; a link in an email, ad or influencer post does.

What's the difference between utm_medium values like "social" and "paid-social"?

"social" is generally used for organic posts you didn't pay to boost; "paid-social" (or "cpc") is for paid campaigns. Keeping them separate lets you compare paid and organic performance in GA4.

Can I use spaces in my campaign name?

Technically yes, but they get URL-encoded as %20 in the link and are harder to read in reports. Turn on "force lowercase and hyphens" to avoid it.

Will these parameters affect my page's SEO or canonical tag?

No, as long as your canonical tag points to the clean URL without the UTM parameters, which is standard practice and what most platforms, including Shopify, do by default.

Last reviewed 30 September 2026.

Sources: Google Analytics Help: Custom campaigns with URL builders