What UTM parameters do
UTM parameters are short tracking tags added to the end of a link, like ?utm_source=newsletter&utm_medium=email. When someone clicks the link, Google Analytics and most other analytics tools read the tags and file the visit under that source, medium and campaign. Without them, a click from an email or a PDF often shows up as "direct" traffic, and you cannot tell which campaign worked.
The UTM parameters
| Parameter | What it describes |
|---|---|
| utm_sourceRequired | Where the traffic comes from: google, newsletter, linkedin. |
| utm_mediumRecommended | The type of channel: cpc, email, social, paid_social. |
| utm_campaignRecommended | The campaign name: spring_sale, product_launch. |
| utm_termOptional | The paid keyword, mostly for search ads. |
| utm_contentOptional | Which ad or link was clicked, to compare variants. |
| utm_idOptional | A campaign ID, used to import cost data into GA4. |
Naming rules that keep reports clean
- Use lowercase everywhere. GA4 is case sensitive, so "Email" and "email" become two rows.
- Pick one separator. Underscores or hyphens instead of spaces, and the same one for every campaign.
- Use standard mediums. GA4 sorts traffic into channels by medium. cpc, email, social, paid_social, display, affiliate and referral are recognized; made-up values end up as "Unassigned".
- Write it down. Keep a shared list of the sources and campaign names your team uses. The "Add to list" button collects the links you build here so you can copy them in one go.
How to use the UTM builder
- 1Paste the page you want to send people to.
- 2Pick a quick-fill preset or enter the source, medium and campaign yourself. Add content or term to tell ads or links apart.
- 3Copy the link, test it, or turn it into a QR code for print. Add several variants to the list and copy them together.
Frequently asked questions
Which UTM parameters are required?
Google Analytics needs utm_source to attribute a visit, and utm_medium and utm_campaign are strongly recommended. Without a medium, GA4 cannot put the traffic into the right channel. utm_term and utm_content are optional.
Are UTM parameters case sensitive?
Yes. GA4 treats "Facebook" and "facebook" as two different sources, which splits your reports. That is why the builder writes everything in lowercase by default.
What should I use as utm_medium?
Use the values GA4 knows from its default channel grouping, such as cpc for paid search, paid_social or social, email, display, affiliate and referral. Other values land in the "Unassigned" channel. The builder warns you when a medium is not recognized.
Should I add UTM tags to internal links?
No. UTM tags on links within your own site start a new session and overwrite the original source, so your reports show your own site as the source. Use them only on links that point to your site from somewhere else.
Is my link sent anywhere?
No. The link is built in your browser. Nothing is stored or shortened on a server.