How to Use UTM Parameters in Google Analytics 4

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The five parameters

utm_source (where: facebook, newsletter, google), utm_medium (type: social, email, cpc), utm_campaign (which promotion: spring-sale), plus optional utm_term (paid keyword) and utm_content (which link or ad variant).

Naming rules that keep reports clean

Always lowercase, use hyphens, and keep a short list of agreed values. 'Facebook', 'facebook' and 'fb' show up as three different sources in GA4.

Real examples

Newsletter: ?utm_source=newsletter&utm_medium=email&utm_campaign=oct-offer. Instagram bio: ?utm_source=instagram&utm_medium=social&utm_campaign=bio-link.

Build links fast

The UTM Link Builder adds the tags, lowercases and hyphenates values for you, and can turn the result into a QR code for print.

Mistakes to avoid

Don't use UTMs on internal links within your own site – it breaks session attribution. Don't put personal data like emails in UTM values.

Frequently asked questions

Where do I see UTM data in GA4?

Reports > Acquisition > Traffic acquisition, then choose session source/medium or campaign.

Do UTMs affect SEO?

No, as long as they're only on external campaign links.

Are UTMs case-sensitive?

Yes – stick to lowercase.