Guide
How to use UTM parameters so your data makes sense
UTM parameters are tags at the end of a link. Google Analytics uses them to tell where a visit came from and put it in the right channel. All you need is a consistent naming convention, and the discipline to stick to it.
The five core parameters
- utm_source: where the visit comes from, such as facebook or newsletter.
- utm_medium: the type of traffic, such as cpc, paid_social, or email.
- utm_campaign: the campaign name.
- utm_term: the keyword or targeting.
- utm_content: the ad variant or where the link is placed.
The medium decides the channel
GA4 assigns visits to channels mainly by medium. With a search engine source, “cpc” is Paid Search. With a social network, “paid_social” is Paid Social. “email” is Email, and “social” is Organic Social. A custom medium such as “flyer” ends up in Unassigned. That's why we show you where GA4 will put every link.
Consistent naming
- Lowercase only, no accents.
- Use an underscore or a hyphen instead of spaces, and always the same one.
- Include the time period in the campaign name, such as sale_2026-09.
- Keep a shared spreadsheet of values for the whole team.
Where not to use UTM parameters
Never on links within your own website. They would overwrite the visit's original source. In Google Ads, keep auto-tagging on, and it will pass the data to Analytics for you. Only add UTM parameters there if you also need them for other tools.