Know which campaign brings your visitors
UTM parameters are labels added to the end of a link: source, medium and campaign. When someone clicks it, Google Analytics 4 records where the visit came from, instead of filing it under “direct” or “referral”. You can then compare a Facebook post with a newsletter, or two versions of the same advert, and invest where it works.
The five parameters
- utm_source: where the click comes from (facebook, newsletter, flyer).
- utm_medium: the type of channel (social, email, cpc, qr). GA4 uses it to build its default channel groups.
- utm_campaign: the name of the campaign (summer_sale_2026).
- utm_term and utm_content: optional, to tell keywords or creatives apart.
Keep your reports clean
Always use lower case and the same spelling: GA4 treats “Facebook” and “facebook” as two different sources. The builder converts values automatically unless you tick the option. Never add UTM parameters to internal links on your own site: they would overwrite the original source of the visit. For printed material, generate the QR code here or with the QR code generator.
Are you an agency? We work white-label →
Frequently asked questions
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional.
Should I use UTM parameters on internal links?
No. They would overwrite the original source of the visit in your reports.
Why should I use lower case?
GA4 treats “Facebook” and “facebook” as different sources. Consistent lower case keeps reports clean.