How To
How to build UTM tracking links
UTM parameters are tags you add to a URL so that analytics platforms like GA4 can identify exactly where your traffic came from. Without them, paid campaign traffic often shows as organic or direct.
The five UTM parameters
| Parameter | Required | Description | Example |
|---|---|---|---|
| utm_source | Yes | Where the traffic originates | google, newsletter |
| utm_medium | Yes | The marketing channel | cpc, display, email |
| utm_campaign | Recommended | The campaign name | spring_sale_2026 |
| utm_term | Optional | Paid search keyword | running+shoes |
| utm_content | Optional | Creative variant or placement | banner_top, cta_blue |
Example URL
Tagged URL
https://example.com/sale?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale_2026&utm_content=banner_300x600
Naming convention best practices
- —Use lowercase consistently. UTM values are case-sensitive —
Googleandgoogleappear as separate sources in GA4. - —Replace spaces with underscores or hyphens. Spaces get encoded as
%20or+, making values harder to read in reports. - —Be consistent across campaigns. Decide on conventions upfront (e.g. always
cpcnotpaid_search) and document them in a shared tracker. - —Don't tag internal links. Adding UTM tags to links within your own site will overwrite the original session source, inflating paid traffic metrics.
- —Use utm_content for A/B testing creatives. Tag each creative variant with a unique content value to compare performance in GA4.
Common utm_medium values
| Channel | Recommended utm_medium |
|---|---|
| Paid search | cpc |
| Display advertising | display |
| Paid social | paid_social |
| Email marketing | |
| Affiliate | affiliate |
| Video pre-roll | video |
Try the UTM Builder
Build a properly encoded UTM URL in seconds — just fill in the fields.