UTM Builder for Shopify Campaigns
Paste the page, pick a preset or fill in the fields, and copy a clean tagged link. The builder warns you before a tag splits your reports or lands your visits in "Unassigned".
Who sent the visit: klaviyo, facebook, instagram.
The kind of traffic: email, cpc, social, paid-social.
Which link or creative: hero-button, video-a.
Paid search keyword.
Keeps one spelling per source, so reports do not split.
Enter the page address and a campaign name to build the link.
How it works
UTM parameters are tags added to the end of a link. When someone clicks it, analytics tools read the tags and record where the visit came from. The builder adds them with the browser’s own URL handling, so query parameters already on your link (a variant id, for example) and any #section at the end survive.
By default every value is made lowercase and spaces become hyphens, because reports list "Email" and "email" as two different values. You can turn that off if you have a naming scheme of your own; the builder will then warn about capitals and spaces instead.
The parameters
Google Analytics reads these: source, checked 25 September 2026
- utm_source (required): who sent the visit. klaviyo, facebook, instagram, a newsletter name.
- utm_medium (required): the kind of traffic. email, cpc, social, paid-social, sms, affiliate.
- utm_campaign (required): which campaign. bfcm-2026, spring-launch.
- utm_content: which link or creative, when one campaign has several. hero-button, video-a.
- utm_term: the paid keyword, for search ads.
- utm_id: a campaign id, if you import cost data into GA4.
Getting visits into the right channel
GA4 sorts visits into channels using the medium, and for some channels the source. "email" (or e-mail) goes to Email; "social", "social-network", "social-media" or "sm" to Organic Social; a medium containing "cp", or "ppc", "retargeting" or starting with "paid", from a social site, to Paid Social; "affiliate" to Affiliates; "sms" to SMS. A medium GA4 does not recognise, such as "newsletter", ends up as Unassigned, which is why the builder warns about it. Channel matching ignores capitals, but your reports do not. source, checked 25 September 2026
A worked example
Linking a Klaviyo Black Friday email to a product page, "mystore.com/products/candle?variant=12#reviews" with source "Klaviyo", medium "Email" and campaign "BFCM 2026" becomes: https://mystore.com/products/candle?variant=12&utm_source=klaviyo&utm_medium=email&utm_campaign=bfcm-2026#reviews. The variant and the #reviews anchor are kept, and the values are lowercased and hyphenated.
Common UTM mistakes
- Tagging links between your own pages. A UTM tag starts a new visit and overwrites where the person really came from.
- Inconsistent names. "Facebook", "facebook" and "fb" become three sources. Pick one spelling and keep it.
- Copying a link from your own browser after clicking an ad. It can carry a click id such as gclid or fbclid, which then claims every visit from your link.
- Inventing mediums. "newsletter" or "blast" do not match any GA4 channel. Use email.
- Tagging Google Ads by hand when auto-tagging is on. Auto-tagging already records the campaign; manual tags can conflict with it.
What it does not do
It builds and checks links; it does not shorten them or track clicks itself. Some email platforms can add UTM tags to every link automatically, which saves tagging by hand. To judge whether the traffic you tagged is paying for itself, use the ROAS calculator.
Questions people ask
Do UTM links work with Shopify?
Yes. They are standard parameters on the link, so they work on any Shopify page, and analytics tools that read them, including Google Analytics, attribute the visit to your campaign.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. The others are optional.
Should UTM values be lowercase?
Yes, as a habit. Channel grouping ignores capitals, but reports treat "Email" and "email" as separate rows, so mixed spelling splits your numbers.
Do UTM tags affect SEO?
Not when used on links from ads, emails and other sites. Do not use them on internal links on your own store.
Is anything I type sent anywhere?
No. The builder runs entirely in your browser.
Written by Tilly. Free to use with no sign-up. The tool runs in your browser, and nothing you type into it is sent or stored.
Want this done on your own store?
Paste your store URL. The first pass of the audit is free, needs no sign-up, and shows what to fix on your pages and products.