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UTM Parameters

In-depth technical guides for every standard and GA4-specific UTM parameter, syntax rules, case sensitivity, and URL encoding.

Find the right starting point

A parameter describes a specific part of a visit; it does not guarantee a channel classification or a conversion. Start with source, medium and campaign, then add IDs and placement labels when the reporting question needs them. Never put names, email addresses or other personal information in campaign URLs.

  1. Identify the traffic origin

    Choose a source that distinguishes the publisher or platform.

  2. Describe the channel

    Check the source and medium against current GA4 channel definitions.

  3. Find the collected placement labels

    Use the relevant manual dimensions rather than expecting every label in the default report.

Technical schematic detailing the 9 UTM parameters mapping to GA4 session and event dimensions
Core Pillar Guide

Complete UTM Parameters Guide for GA4: Manual Campaign Dimensions & Best Practices

Find out what the nine GA4 UTM parameters do, how to format their values and which reporting limitations to check before using them.

6 min read • Published January 20, 2026

More guides on this topic

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Pinterest Ads UTM Tracking: Dynamic Parameters and GA4 Setup

Copy-ready Pinterest Ads UTM parameters with {campaignid}, {adgroupid} and {adid} dynamic tags, Performance+ and catalog link checks, and GA4 reporting steps.

Read Guide → Published October 8, 2026
TikTok Ads UTM parameters illustration showing source, medium, and campaign labels flowing into Google Analytics 4
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TikTok Ads UTM Parameters: Setup, Examples, and GA4 Troubleshooting

Configure TikTok Ads UTM parameters, use the right Smart+ macros, preserve ttclid, and troubleshoot missing campaign data in GA4.

Read Guide → Published October 8, 2026
Diagram showing how utm_source values map directly to traffic origin platforms in GA4 acquisition reports
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What Is utm_source? Meaning, Examples & Naming Rules

utm_source meaning: the UTM parameter that names where a click came from, such as google, newsletter or chatgpt.com. See examples, GA4 naming rules and common mistakes.

Read Guide → Published February 4, 2026
Decision tree illustrating how GA4 routes various utm_medium strings into Default Channel Groups
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What Is utm_medium? GA4 Default Channel Grouping Rules & Standards

Understand utm_medium and how GA4 uses traffic-source data to assign Default Channel Groups. Check values against current rules to fix Unassigned traffic.

Read Guide → Published February 8, 2026
Taxonomy block diagram illustrating the structured tokens that compose an enterprise utm_campaign string
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What Is utm_campaign? Campaign Naming Frameworks, IDs & Taxonomy

Learn how to structure utm_campaign for clear GA4 reporting. Discover formula frameworks, campaign IDs (utm_id), delimiter best practices, and real examples.

Read Guide → Published February 15, 2026
Illustration of locating UTM content and term values in GA4
Taxonomy 6 min read

How to Find utm_content and utm_term in GA4 Reports

Find UTM content and term values using GA4 manual dimensions. Follow a session-scoped report example and troubleshoot missing campaign values.

Read Guide → Published October 3, 2026
Illustration of a creative format value passed as utm_creative_format in a campaign URL and shown in a GA4 traffic acquisition report
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Session Manual Creative Format and the Newer GA4 UTM Parameters

What Session manual creative format, source platform and marketing tactic report in GA4 in 2026, per Google's docs, with scopes, BigQuery fields and setup.

Read Guide → Published October 12, 2026