What each UTM parameter means
- utm_source — where the visitor came from:
instagram,newsletter,google. - utm_medium — the type of channel:
social,email,cpc,qr. - utm_campaign — the campaign name:
summer_sale,eid_2026. - utm_content — which ad, button or version:
video_a,banner_top. - utm_term — the paid keyword. utm_id — a campaign ID for cost imports.
Naming rules that keep reports clean
- Always lowercase — Google Analytics is case-sensitive.
- No spaces — use
_or-. - Pick one spelling per channel and reuse it. The builder warns you if a new value is close to one you used before.
- Don't add UTM tags to internal links on your own site — they restart the session.
Frequently asked questions
Where do I see the results?
In Google Analytics 4: Reports → Acquisition → Traffic acquisition, then switch the dimension to Session source / medium or Session campaign.
Do UTM links hurt SEO?
No, as long as your pages have a canonical tag (most sites do). Use UTM links in ads, emails, social posts and QR codes — not in internal navigation.
Is my data stored?
Only in your own browser (the recent-links list), so you can reuse names. Nothing is sent to a server.