How to Track UTM in GA4 (Google Analytics 4)

UTM tracking is the backbone of accurate campaign attribution. If you want to know exactly where your traffic comes from and why it converts, properly structured UTM parameters and Google Analytics 4 (GA4) are the tools you need.

In this guide, we’ll walk you through everything from what UTMs are to how to analyze them in GA4’s Explorations tab, plus common mistakes to avoid.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are short snippets of text added to the end of a URL to help you track campaign traffic in your analytics tool. They don’t change the destination of the link but provide crucial metadata to GA4.

Example URL with UTMs:

https://yoursite.com/landing-page?utm_source=facebook&utm_medium=paid&utm_campaign=spring_sale

Common UTM parameters:

• utm_source – Where the traffic comes from (e.g., facebook, newsletter)
• utm_medium – Marketing medium (e.g., cpc, email)
• utm_campaign – Campaign name
• utm_term – Paid keywords (used in search ads)
• utm_content – Differentiates similar links (e.g., A/B test buttons)

The Benefits of Using UTM Parameters

Using UTMs allows you to:

• Attribute traffic and conversions to the correct campaign source.
• Compare performance across channels (email, social, ads).
• Segment audience behavior by traffic origin.
• Improve ROI by tracking which campaigns generate revenue.
• Avoid “Direct” traffic ambiguity by tagging all links precisely.

Proper UTM use turns GA4 into a powerful marketing intelligence engine.

Organizing Your UTM Parameters

Before you start tagging URLs randomly, build a UTM naming convention. Inconsistent naming (e.g., fb, Facebook, facebook.com) leads to fragmented reporting.

Best practices:

• Use lowercase only (GA4 is case-sensitive).
• Use hyphens or underscores, avoid spaces.
• Document UTM structure in a spreadsheet or use a UTM builder tool.

Campaign	Source	Medium	Campaign Name	Notes
Spring	facebook	paid	spring_sale	April 2025 ad campaign
Newsletter	email	email	april_promo	Monthly email campaign

How to Add UTM Parameters to a URL

You can manually add UTM parameters or use a tool.

Manually:

Just append them with ? or &:

https://example.com/page?utm_source=linkedin&utm_medium=paid&utm_campaign=webinar_launch

Using Google’s Campaign URL Builder:

1. Visit Google’s Campaign URL Builder
2. Enter website URL and campaign values
3. Copy the generated URL

Finding UTM Parameter Data in GA4

Once tagged, traffic arrives with UTM data automatically captured by GA4.

Go to:

• Reports > Acquisition > Traffic Acquisition
• Use the Session source/medium or Session campaign dimensions

You’ll see metrics like:

• Sessions
• Engagement rate
• Conversions
• Revenue

Tip: Add secondary dimensions like “Session default channel group” or “Landing page” for more depth.

UTM Parameters and Their Dimensions in GA4

UTMs correspond to the following GA4 dimensions:

UTM Parameter	GA4 Dimension
utm_source	Session source / First user source
utm_medium	Session medium / First user medium
utm_campaign	Session campaign / First user campaign
utm_term	Session manual term / First user manual term
utm_content	Session manual ad content / First user manual ad content

GA4 stores these as session-scoped and user-scoped dimensions.

Viewing UTM Parameters in Explorations

For advanced analysis:

1. Go to Explore > Blank Exploration
2. Add dimensions like:
   • Session source
   • Session medium
   • Session campaign
3. Add relevant metrics (e.g., Sessions, Conversions, Revenue)
4. Use filters like “Session source contains facebook”

Explorations help you break down campaign performance by traffic behavior, conversion paths, and even device or region.

Common Mistakes with UTM Tracking in GA4

Avoid these pitfalls:

1. Using inconsistent naming
   – FB and facebook will appear as separate sources.
2. Not tagging all campaign links
   – Especially in emails, social media bios, and QR codes.
3. Tagging internal links
   – Never use UTM on internal links; it restarts the session and breaks attribution.
4. Overwriting existing UTMs
   – Be cautious when using redirect links or shortened URLs.
5. Using GA4 without verifying tags
   – Always test with GA4 DebugView or real-time reports to ensure UTM parameters are captured.