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Turns titles into URL slugs one per line: 10 Tips for Better Sleep: What Works becomes 10-tips-for-better-sleep-what-works. Accents are stripped, Cyrillic, Japanese kana and Korean Hangul are transliterated, and you can choose the separator, drop stop words and cap the length without cutting a word in half.
How to use
- Builder: paste a page URL, pick a preset (Google Ads, Facebook, newsletter…) or fill source, medium and campaign. The tagged URL updates as you type; tap it to copy.
- Turn on Bulk to tag a list of URLs at once and copy them or download a CSV.
- Parser splits any URL into its parts. Edit, add or delete query parameters and copy the rebuilt link.
- Clean removes tracking parameters from links or whole messages. Slug turns titles into URL slugs.
- utm_source, utm_medium and utm_campaign are the three parameters GA4 needs for attribution. Keep naming consistent: GA4 treats “Email” and “email” as different values, so Lowercase is on by default.
- Existing query parameters and the #fragment are kept; existing UTM values are replaced.
- Clean removes utm_*, fbclid, gclid, gbraid, wbraid, dclid, msclkid, yclid, ysclid, twclid, ttclid, igshid, mc_cid, mc_eid, _ga, _gl, HubSpot and Marketo parameters and more. Other parameters stay.
- Everything runs in your browser. Links are never opened or sent anywhere.
The five UTM parameters
utm_source names who sent the visit (google, facebook, newsletter), utm_medium the type of traffic (cpc, paid_social, email) and utm_campaign the campaign (spring_sale_2026). These three are what GA4 needs. utm_term records a paid keyword and utm_content tells apart two links in the same ad or email, such as header_button and footer_link; utm_id holds a campaign ID for cost data imports.
A tagged link keeps the page address and appends the values after a ? joined by &, for example utm_source=newsletter, utm_medium=email and utm_campaign=may_launch. Existing query parameters and the #fragment are kept.
Naming that keeps reports clean
GA4 treats values as case-sensitive, so Email and email become two rows; lowercase is on by default here. Use underscores or hyphens instead of spaces, and keep the medium to standard values such as cpc, email, social, paid_social, display or affiliate, because GA4’s default channel grouping reads the medium to decide whether a visit counts as Paid Search, Paid Social or Email. Write your naming rules down so the whole team uses the same words.
When not to use UTM tags
Don’t tag internal links between pages of your own site: a new UTM value starts a new session and overwrites the real source. For Google Ads, auto-tagging with gclid is usually enough when Ads and GA4 are linked. Before sharing a link you received, the Clean tab removes trackers such as utm_*, fbclid, gclid, msclkid and mc_eid and unwraps Google and Facebook redirect links.
Frequently asked questions
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. GA4 can attribute a visit with source alone, but without medium and campaign your reports and channel grouping lose most of their value. utm_term and utm_content are optional.
Are UTM parameters case-sensitive?
Yes. GA4 reports Facebook and facebook as different sources. Pick one style, usually all lowercase, and stick to it in every campaign.
Do UTM tags affect SEO?
Not directly, but tagged URLs can create duplicate addresses. Never use UTM tags on internal links, and make sure your pages have a canonical tag pointing to the clean URL.
What utm_medium should I use for paid social ads?
paid_social is a common choice and is recognized by GA4’s default channel rules, as are values starting with paid or containing cp. Use social for unpaid posts so the two stay separate.
How do I remove tracking parameters from a link?
Paste the link or a whole message into the Clean tab. It removes utm_*, fbclid, gclid, msclkid, mc_cid, _ga and many other trackers while keeping parameters the page needs, such as id or page.
Is a list of links sent anywhere?
No. Building, parsing and cleaning are plain string operations in your browser. Links are never opened or uploaded.