About UTM Builder
UTM Builder is a UTM builder and QR code generator that shows which Google Analytics 4 channel a link will land in before you publish it. It was born inside Limner, a performance and data agency in Brasília, Brazil, to standardize tracking across the accounts it manages. Today it’s open to anyone who works in paid media.
Who makes it
UTM Builder is built and run by Limner, the trade name of LIMNER DATADRIVEN ADVERTISING LTDA, Brazilian company registration number (CNPJ) 66.939.070/0001-18, based in Brasília, DF, Brazil. Limner works in paid media, analytics and tracking for companies and agencies, and uses UTM Builder in its own operation every day.
Numbers from the operation
- More than 10 media accounts run on UTM Builder links and naming convention.
- More than 60% less noise in acquisition data across those accounts.
- More than 50 cases of lost data and wrong attribution solved.
These numbers come from Limner’s operation, as reported in October 2026.
Where the channel rules come from
The channel preview applies the GA4 Default channel group rules, published by Google in the Analytics Help Center, with the official lists of social, search, video and shopping sources. When source and medium don’t match any rule, the result is Unassigned, which is exactly what GA4 would show. Each platform’s macros, such as Meta’s URL parameters and Google Ads ValueTrack, follow that platform’s official documentation.
- Google Analytics: Default channel group
- Google Analytics: campaign URL parameters
- Meta: about URL parameters
How UTM Builder handles your data
Links and QR codes point straight to your page, with no redirect through us, and they keep working if you stop paying. The tools run in your browser: what you type into them is not sent to Google Analytics. Your history and account are stored in our database, accessible only to your own account. The details are in the privacy policy.
Get in touch
Questions, suggestions and partnerships: . To try the tool, start with the UTM builder or the guides.