UTM Parameters: How to Build Tracking Links for Google Analytics 4
UTM parameters are short tags you add to the end of a link so Google Analytics can tell you where each visitor came from. For example, adding utm_source=instagram&utm_medium=social&utm_campaign=black_friday to a link shows you exactly how many visitors your Instagram Black Friday post sent to your website.
This guide explains what UTM parameters are, which ones Google Analytics 4 requires, how to build a tracking link in under two minutes, and where to find the results.
What are UTM parameters?
In simple terms, UTM parameters are labels added to a web address after a question mark. In addition, each label has a name, such as utm_source, and a value, such as newsletter. When someone clicks the link, Google Analytics reads the labels and records them with the visit.
For instance, here is a full link, based on the format in Google’s documentation:
https://www.example.com/?utm_source=summer_mailer&utm_medium=email&utm_campaign=summer_sale
In fact, the page is the same page a normal link would open. The only difference, however, is that Google Analytics now knows this visitor came from the summer email campaign.
Why UTM parameters matter for your marketing
Without UTM parameters, however, a lot of your traffic looks the same. For instance, clicks from WhatsApp, from email apps and from many mobile apps often arrive without clear source information. As a result, you cannot tell which channel is working.
With UTM parameters, you can answer questions such as:
- Which social media platform sends the most visitors to your website?
- Did your email newsletter or your Instagram story bring more sales?
- Which of two ads drove more sign ups?
- Is your Google Business Profile sending visitors to your website?
In short, UTM parameters turn guesses into numbers. That makes every part of your digital marketing strategy easier to measure and improve.
The UTM parameters Google Analytics 4 supports
To begin with, Google Analytics 4 supports the parameters below. Of these, three are required, two are recommended, and the rest are optional.
| Parameter | What it records | Example | Status |
|---|---|---|---|
| utm_source | The site or app that sent the visitor | instagram, newsletter, google | Required |
| utm_medium | The type of channel | social, email, cpc | Required |
| utm_campaign | The name of the campaign or promotion | black_friday | Required |
| utm_id | The campaign ID | bf2026 | Recommended |
| utm_source_platform | The platform that directed the traffic | Search Ads 360 | Recommended |
| utm_term | The paid keyword | running shoes | Optional |
| utm_content | Which link or creative was clicked | story_link, bio_link | Optional |
In addition, Google lists utm_creative_format and utm_marketing_tactic. However, Google notes that these two are not currently reported in Google Analytics properties.
If you leave out a parameter, Google Analytics shows “(not set)” for it in reports. So fill in the three required parameters every time.
How to create UTM parameters with the Campaign URL Builder
For most people, the quickest way to build a tracking link is Google’s free Campaign URL Builder. Because it writes the link for you, you avoid typing errors.
- Open the builder. Go to the Google Analytics Campaign URL Builder.
- Paste your page address. Enter the full address of the page you want people to visit.
- Add the campaign source. Type where the link will appear, such as instagram.
- Add the campaign medium. Type the channel type, such as social.
- Add the campaign name. Type a short name, such as black_friday.
- Add optional details. For example, use utm_content to tell two links in the same post apart.
- Copy the link. The builder creates the finished link at the bottom of the page. Copy it and use it in your post, bio, email or ad.
After that, test the link. Then open it in your browser and check that the right page loads.
How to create UTM parameters by hand
Alternatively, you can add UTM parameters without a tool. First, add a question mark after the page address. Then add each parameter as name=value, and join them with an ampersand.
For example, a link for your Instagram bio might look like this:
Courses
If the page address already contains a question mark, join your UTM parameters with an ampersand instead of a second question mark.
Where to find UTM data in Google Analytics 4
Once people click your links, the data appears in Google Analytics 4. To see it:
- First, open Google Analytics and choose your property.
- Next, go to Reports, then Acquisition, then Traffic acquisition.
- Finally, change the main dimension to Session source/medium, Session source, Session medium or Session campaign.
As a result, you will see each source and campaign in its own row, with its sessions, engagement and conversions. Note that Google Analytics removes UTM parameters from the Landing page plus query string and Page path plus query string dimensions. Instead, the full link appears under Page location.
UTM parameter rules that keep your data clean
Above all, UTM data is only useful when it is consistent. Follow these rules from the start.
Use lowercase every time
To start with, UTM values are case sensitive. Google Analytics treats utm_source=google and utm_source=Google as two different sources. So pick lowercase and never change it.
Use underscores instead of spaces
Because spaces turn into messy characters in links, join words with underscores instead, such as black_friday or spring_sale.
Write a naming guide
First, agree on one list of sources and mediums for your whole team. For instance, always use social for organic social posts and paid_social for ads. Then keep the list in a shared sheet so everyone uses the same words.
Do not use UTM parameters on internal links
Therefore, only add UTM parameters to links on other sites, apps, emails and ads. If you add them to links between pages on your own website, Google Analytics can record a new source for a visit that started somewhere else. That would break your reports.
Keep a record of every link
Also, save each link you create in a spreadsheet with the date, the channel and the post it belongs to. Later, when a campaign performs well, you will know exactly why.
UTM parameter examples for common channels
First, use these as a starting point, then adapt the campaign names to your own business.
| Channel | utm_source | utm_medium | utm_campaign |
|---|---|---|---|
| Instagram bio | social | bio_link | |
| Facebook post | social | product_launch | |
| WhatsApp broadcast | messaging | weekend_offer | |
| Email newsletter | newsletter | november_issue | |
| Google Business Profile | business_profile | gbp_website | |
| LinkedIn ad | paid_social | webinar_signup |
For example, if you set up a Google Business Profile, add a tracking link to your website field. Then you can see how many visitors come from Maps and Search.
Common UTM mistakes to avoid
- Mixing capital letters. Facebook and facebook will split your data into two rows.
- Leaving out required parameters. As a result, missing values show as “(not set)”.
- Tagging internal links. This overwrites the real source of the visit.
- Using long, unclear names. Instead, keep campaign names short and readable.
- Forgetting to test. Therefore, always click your link once before you publish it.
Frequently asked questions
Do UTM parameters affect SEO?
UTM parameters are designed for tracking. In general, use them on links you share in posts, ads and emails, and keep them off the internal links on your own site.
Which UTM parameters are required?
For this reason, Google Analytics recommends always setting utm_source, utm_medium and utm_campaign.
Are UTM parameters case sensitive?
Yes. Google Analytics treats values with different capital letters as different values.
Can I shorten a link with UTM parameters?
Yes. For example, you can shorten the full tracking link with a link shortener. The UTM parameters still pass to your website when someone clicks.
Where do I see UTM results in Google Analytics 4?
Go to Reports, then Acquisition, then Traffic acquisition, and choose a session source, medium or campaign dimension.
Start tracking your links today
In short, UTM parameters take two minutes to add and give you clear answers about where your visitors come from. Start with your Instagram bio, your Google Business Profile and your next email. Then check Traffic acquisition each week to see which channel deserves more of your time.
If you schedule social posts ahead, add your tracking links when you schedule posts in Meta Business Suite. And if you want DeeGeet to set up tracking and reporting for your business, contact our team.
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