What UTM parameters are
UTM parameters are tags you add to a URL so analytics tools such as Google Analytics 4 know where a visit came from. When someone clicks the link, the parameters are recorded with the session, so you can compare campaigns, emails and social posts.
- utm_source (required): who sends the traffic, such as newsletter, google or linkedin.
- utm_medium (required): the type of channel, such as email, cpc, social or referral.
- utm_campaign (required): the name of the campaign, such as spring_sale.
- utm_term: the paid keyword, mostly for search ads.
- utm_content: what distinguishes two links in the same campaign, such as banner_top or link_footer.
Best practices
- Use lowercase consistently: GA4 treats Email and email as different values.
- Agree on a naming convention with your team and keep a list of the values you use.
- Never add UTM tags to internal links on your own site: they overwrite the original source of the visit.
- Use standard mediums (email, cpc, social, referral) so GA4 groups the traffic in the right default channel.
Frequently asked questions
Do UTM parameters affect SEO?
Not if you use them only on external campaign links. Search engines usually ignore them, and a canonical tag on the page prevents duplicates.
Where do I see UTM data in GA4?
In the Traffic acquisition report, by changing the dimension to Session source / medium or Session campaign.
Is my data stored?
No. The builder runs in your browser.