UTM Builder

UTM (Urchin Tracking Module) parameters are tags you add to a URL to track the effectiveness of marketing campaigns in Google Analytics. The five standard parameters are utm_source (traffic source), utm_medium (marketing medium), utm_campaign (campaign name), utm_term (paid keywords), and utm_content (content variation).

Use lowercase for all values to avoid data fragmentation. Be consistent with naming — decide on conventions like "facebook" vs "fb" and stick to them. Keep values descriptive but concise. Always use utm_source, utm_medium, and utm_campaign together. Document your naming conventions so your team follows them.

Use lowercase only, hyphens or underscores to separate words (not spaces), and keep names descriptive. For sources, use the platform name (google, facebook, newsletter). For mediums, use the channel type (cpc, social, email, banner). For campaigns, use a descriptive name with dates if relevant (spring-sale-2024, product-launch).

In Google Analytics 4, go to Reports > Acquisition > Traffic Acquisition to see campaign data. UTM parameters automatically populate the Source, Medium, and Campaign dimensions. You can also create custom reports or explorations to analyze campaign performance in more detail.

Avoid mixing uppercase and lowercase (Google Analytics treats them as different values). Do not use UTM parameters for internal links — they overwrite the original source data. Do not use spaces in parameter values (use hyphens or underscores). Always include the three required parameters (source, medium, campaign) together.