UTM Builder

Open UTM Builder

UTM Builder, the PirateSERP campaign link tagger, adds UTM parameters to your links so Google Analytics 4 (GA4) reports which campaign, source, and medium each visit came from. It builds links for one URL across several sources, or for a whole list at once, and saves them with the active project. UTM Builder needs no API key.

Use it before you share a link in an ad, an email, a social post, or on print, so every visit it brings is counted under the right campaign.

Tag one URL for several sources

1. Click One URL, several sources.
2. In Website URL, enter the page the link opens, such as example.com/spring-sale. Any existing query string and # anchor are kept.
3. In Campaign, name the campaign, such as spring_sale.
4. Optional: fill in Term and Content. Use Content to tell apart two links in the same ad or email, such as hero_banner and footer_link.
5. Under Sources, click a preset such as Google Ads or Newsletter for each place you'll share the link. Click a preset again to remove it. For any other place, click Add a custom source, then fill in utm_source and utm_medium.
6. Review Tagged links, then click Save to project, Download CSV, or Copy all.

To add GA4's optional campaign details, open More GA4 parameters and fill in utm_id, utm_source_platform, utm_creative_format, or utm_marketing_tactic. Leave them empty if you don't use them.

Tag a list of links

1. Click Paste a list.
2. In Links to tag, enter one link per line with its columns in this order: URL, source, medium, campaign, term, content. Paste straight from a spreadsheet, or separate the columns with commas. A header row that starts with url is skipped.
3. Fix any row marked with a problem, such as a missing campaign. Save to project stays unavailable until every row is ready.
4. Click Save to project, Download CSV, or Copy all.

Check the expected GA4 channel

Each tagged link shows the GA4 default channel group its source and medium should land in, such as Paid Search, Paid Social, Email, or Affiliates. Unassigned means GA4 won't group the visits under any channel, which hides them in channel reports. Change the medium to a standard one, such as cpc, email, social, paid_social, affiliate, or referral.

UTM Builder checks the common sources and mediums. GA4 recognizes more sites than UTM Builder lists, so treat the channel as a guide rather than a guarantee.

UTM Builder lowercases every value and turns spaces into underscores. GA4 treats Facebook and facebook as two different sources, so consistent values keep one source in one row of your reports.

See what each link brought in

Saved links lists every link saved in the active project, with the Sessions and Key events GA4 recorded for its campaign, source, and medium. The numbers come from the latest Web Analytics report for a site with a GA4 property, over that report's date range.

• To refresh the numbers, run a new Web Analytics report.
• A dash means no Web Analytics report with campaign data exists yet for this project.
• A 0 means GA4 recorded no visits with those exact tags in the report's date range.

To remove links from the list, select them and click Delete selected. Deleting a saved link doesn't change the link itself: copies you've already shared keep working, and GA4 keeps counting their visits.