How to use UTMs without messing up your data
UTM parameters are tags added to the end of a link. They don't change the page it leads to: they just tell Google Analytics where the person came from. Without them, a visit from an email or your Instagram bio can show up as “direct” and get lost in the report.
The five parameters
- utm_source (source): who sends the visit. For example instagram, facebook, newsletter or google.
- utm_medium (medium): the type of channel. For example social, paid_social, email, cpc or referral.
- utm_campaign (campaign): the name of the initiative, like fall-launch or black-friday-2026.
- utm_content (content): optional. Use it to tell apart two ads or two buttons in the same campaign.
- utm_term (term): optional. Mainly used in search ads for the keyword.
Rules that save you headaches
- All lowercase. Google Analytics treats Instagram and instagram as different and counts them as two sources.
- No spaces or accents. Use hyphens: fall-launch instead of Fall Launch.
- One shared list. Write down the values your team uses in a spreadsheet and always stick to them.
- Never on internal links. A UTM on a link within your own site breaks the session and changes the visit's source.
Mediums Google Analytics 4 understands
GA4 groups visits into channels based on the medium. If you use social, email, cpc, paid_social or referral, visits land in the right channel with no setup. If you make up another value, they end up in “Unassigned.”
Frequently asked questions
Where do I see the results?
In Google Analytics 4, go to Reports > Acquisition > Traffic acquisition. Change the dimension to “Session campaign” or “Session source / medium.”
Do I need UTMs in Google Ads?
If your Google Ads account is linked to Analytics and you have auto-tagging turned on, you don't need them: Google already tags those visits.
Does the long link look bad when shared?
In ads and buttons it isn't visible. In posts you can use a link shortener: the tags are kept through the redirect.
Do you store the links I create?
No. The link is built in your browser and nothing is sent.
Answers from the AiDo Creative team