Tracking your marketing efforts across multiple channels is crucial for understanding what works and what doesn’t. Hedgehog’s UTM Link Builder helps you easily create custom UTM (Urchin Tracking Module) parameters for your links, allowing you to accurately track the performance of your campaigns in Google Analytics. Whether you’re running ads, sending email newsletters, or posting on social media, this tool ensures you can follow the user journey from start to finish, providing valuable insights to refine your strategy.
How to use this tool
Enter your destination URL, then fill in the UTM parameters for your campaign - source, medium, campaign name, and optionally content and term. The tool builds a correctly formatted UTM URL you can copy and use in your ads, emails, or social posts. Every link you create with UTMs appears as trackable traffic in GA4, correctly attributed to the channel and campaign.
When to use UTM links
Any time you're sharing a link to your website outside of Google Ads or organic search. Email campaigns (UTMs are the only reliable way to track email clicks in GA4). Social media posts - especially paid social where you want to separate paid and organic traffic. Guest posts or PR mentions. Influencer campaigns. QR codes (yes, UTMs work on QR codes). Basically: if you're controlling where the link appears, tag it.
What happens to untagged traffic in GA4
Untagged traffic from social, email, and referral sources often lands in "Direct" or "Unassigned" in GA4 - making it impossible to know which channel drove the visit. The extent of this problem surprises most businesses when they first audit their analytics. If 30% of your traffic is "Direct" and you haven't been using UTMs, a significant portion of that is actually email, social, and other channels that weren't tagged.
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