A UTM builder adds tracking tags (utm_source, utm_medium, utm_campaign) to a link, so Google Analytics shows which network, campaign and post sent each visit.
Free tool by Mydrop, no signup
Free UTM builder
UTM tags tell Google Analytics which network, campaign and post sent each visit: add them here, one link per network.
3Pick where you will share it
More options: medium, content, client prefix
Between words
Your tagged links
GA4: Organic SocialPaste a link to see it tagged for each network.
Let every link tag itself
Mydrop adds your UTM tags to every link in a caption while a campaign runs, and can shorten the link to count clicks.
Your links stay in your browser. Nothing is sent or saved.
How to tag social media links
Lowercase, always
GA4 reports show Instagram and instagram as two sources. Pick lowercase and one separator, and use it for every link and every client.
social for organic posts
GA4 files a visit under Organic Social when the medium is social. Ads need a paid medium such as paid-social to land in Paid Social.
Never tag your own site
Tags on links between pages of your own website overwrite where the visitor really came from. Tag only links you share elsewhere.
Example: example.com/spring shared on Instagram for the campaign "Spring sale" = https://example.com/spring?utm_source=instagram&utm_medium=social&utm_campaign=spring-sale
Channel rules from GA4's default channel group. Page checked on October 10, 2026.
Mydrop data
Do links cost engagement? A little. Tag them to see if the clicks pay.
We compared 4,848 posts on accounts connected to Mydrop, over 180 days to September 2026. Each post is scored against its own account's typical post.
- Posts with a link in the caption earned 7% less engagement than the account's typical post (266 posts).
- That cost is only worth paying if the link brings visits that matter, which is what UTM tags let you see in GA4.
Reference
Every UTM parameter in one table
Five tags cover every social link. Source, medium and campaign go on every link; the others are optional.
| Parameter | What it tells GA4 | Example | Use |
|---|---|---|---|
utm_source | The network that sent the visit | instagram | Every link |
utm_medium | The type of traffic | social | Every link |
utm_campaign | The campaign or promotion | spring-sale | Every link |
utm_content | Which post, story or ad creative | reel-1 | Optional |
utm_term | The paid keyword | running-shoes | Optional, ads |
Mydrop's campaigns use the network as the source and social as the medium by default, the same names this builder uses, so links tagged here and links Mydrop tags report together.
Tagged for you
UTM tags, added automatically by Mydrop
Set the tags once on a campaign. Mydrop adds them to every link in the caption on every network while the campaign runs, and never overwrites tags a link already has.
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Questions
UTM tags, answered
social for organic posts, which GA4 files under Organic Social. For ads, a paid medium such as paid-social, which GA4 files under Paid Social.
Instagram, Facebook, LinkedIn, Twitter (and t.co), TikTok and Pinterest are on GA4's list of social sites; YouTube is listed as video. X, Threads and Bluesky are not, so tag their links with utm_medium=social or GA4 will not count them as social.
Yes, in reports: GA4 shows instagram and Instagram as two sources. This builder writes every value in lowercase.
Either works. Pick one and keep it: spring-sale and spring_sale show up as two campaigns.
Start every campaign name with the client (acme-spring-sale), so exports and shared GA4 views never mix clients. The client prefix field does it for you.
Slightly. On accounts connected to Mydrop, posts with a link in the caption earned 7% less engagement than the account's typical post (266 posts). Tag the link to see whether the visits are worth it.
Yes. No signup, no limit, and your links never leave your browser.
Tag it here. Automate it in Mydrop.
Campaigns, short links and reports for every client, from one workspace. Free to start.
