What each UTM parameter means
| Parameter | Answers | Example |
|---|---|---|
| utm_source | Where is the traffic from? | facebook, google, newsletter |
| utm_medium | What type of channel? | paid_social, cpc, email, affiliate |
| utm_campaign | Which campaign or promotion? | spring_sale_2026 |
| utm_content | Which ad or link variant? | video_a, blue_button |
| utm_term | Which keyword (search ads)? | running_shoes |
Rules that keep GA4 reports clean
- Always lowercase. GA4 is case-sensitive - "Facebook" and "facebook" become two rows.
- Pick one medium vocabulary and stick to it. GA4's default channel groups recognise values like
cpc,email,social,paid_social,affiliate. - Never UTM-tag internal links on your own site - it restarts the session and overwrites the original source.
- Keep a naming sheet so the whole team uses the same campaign names.
Frequently asked questions
Which UTM parameters are required?
Source, medium and campaign should always be set. Content and term are optional.
Do UTM parameters hurt SEO?
No, as long as you only use them on external links (ads, emails, social posts). Search engines treat the canonical URL as the page.