Quick source presets
Spaces become “_”, special characters are encoded, and any #anchor is moved to the end.
§ 01
How to use UTM tags
Required tags
- utm_source — where the visitor came from: google, facebook, newsletter.
- utm_medium — traffic type: cpc for paid clicks, paid_social for social ads, email for newsletters.
- utm_campaign — the campaign name, e.g. spring_sale.
Optional
- utm_term — the keyword. In Google Ads you can insert {keyword}.
- utm_content — the ad or banner variant, to compare creatives.
Rules that save time
- Use lowercase Latin letters: Google and google are different sources in reports.
- Agree on one naming dictionary across the team.
- Never tag internal links: it resets the session source in analytics.
- Keep Google Ads auto-tagging (gclid) on; UTM can be added on top.
§ 02
Questions
Where do I see UTM data?
In GA4: Reports → Acquisition → Traffic acquisition. Choose “Session source / medium” or “Session campaign”.
Do I need UTM in Google Ads?
With auto-tagging on, Google passes data to GA4 itself. UTM helps when you use other analytics tools or a CRM.
Do UTM tags affect SEO?
No, as long as you don't tag internal links. Search engines consolidate tagged URLs via canonical.
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