How to create a UTM tag

Short version: append UTM parameters to your destination URL. Always include utm_source, utm_medium and utm_campaign; values are case sensitive. Example: https://example.com/?utm_source=fb&utm_medium=paid_social&utm_campaign=fall_clearance. See Google’s guidance on parameters and builders in the Google Analytics URL builder.

What to include in a UTM tag

Google recommends these parameters for campaign tagging. The first three should be present on every tagged link:

• utm_source: the referrer/platform (e.g., fb, insta, linkedin, newsletter1) [source]
• utm_medium: the channel (e.g., paid_social, email, cpc) [source]
• utm_campaign: the initiative name (e.g., fall_clearance) [source]
• utm_id (optional): a campaign ID. Highly useful if you plan to import cost/click/impression data to GA4 because imports join on UTM values [GA4 campaign data import].
• utm_term (optional): keyword for paid search [source]
• utm_content (optional): distinguish creatives or links within the same asset [source]
• utm_source_platform (optional): buying/traffic platform name when relevant [source]

Note: utm_creative_format and utm_marketing_tactic exist but aren’t currently reported in GA4 properties [source].

UTM naming conventions that work across teams

To keep reports clean and avoid split rows, standardize naming before you tag anything:

• One source per platform. Use distinct utm_source values for each platform (e.g., fb vs. insta) to preserve granular reporting. If you intentionally aggregate (e.g., meta across Facebook + Instagram), expect combined data [GA4 URL builder: best practices] and [GA4 import: UTM configuration guide].
• One medium per channel. Keep utm_medium consistent (e.g., paid_social, email, cpc). Don’t mix variants like cpc vs. paid_search for the same clicks [source].
• Lowercase everything. GA treats values as case sensitive, so Meta ≠ meta. Choose lowercase to prevent fragmentation [source].
• Use dynamic fields in ad platforms. Use dynamic parameters only where your exact advertising platform documents them. For a fixed campaign value, a URL can contain utm_campaign=autumn_launch. The syntax and supported fields differ between platforms; check the resolved destination URL before launch [URL builder], [Import guide].
• Exact-match discipline. If you import non‑Google costs, the utm_source, utm_medium, utm_campaign (and utm_id if used) in your import file must exactly match what users click, including case [source].

Build one now: quick step-by-step

1. Start with your destination: https://www.example.com/landing
2. Add a question mark, then key=value pairs joined by ampersands.
3. Set the three core fields:
   • utm_source=fb
   • utm_medium=paid_social
   • utm_campaign=fall_clearance
4. Optionally add IDs or detail:
   • utm_id=meta_fall_01 (helps future cost-data joins)
   • utm_content=feed_ad_a (creative variant)
5. Avoid spaces; prefer hyphens or underscores. If you must use spaces, URL-encode them.
6. Final URL:
   https://www.example.com/landing?utm_source=fb&utm_medium=paid_social&utm_campaign=fall_clearance&utm_id=meta_fall_01&utm_content=feed_ad_a

Manual formatting rules and the preferred parameters are documented in the GA URL builder.

Running Android app campaigns?

Use Google’s Play Campaign URL Builder for Android app ads; otherwise use the standard Campaign URL Builder [source].

Where your UTMs appear in GA4

• Check Acquisition → Traffic acquisition for Session source/medium, Session source, Session medium and Session campaign [source].
• UTM parameters aren’t shown in the Landing page + query string dimension; they are captured under Page location and in source/medium dimensions [source].

Related Orvus guides:

• Which GA4 report shows traffic sources?
• What is the _gl parameter in Google Analytics?

Put this into practice

Create one tagged test URL and check that its destination and query string remain intact. Inspect the resulting traffic-source record before copying the convention into every campaign, keeping private identifiers out of public parameters.

Pre-publish UTM checklist

• Confirm allowed values for utm_source and utm_medium (one per platform/channel)
• Use lowercase, no spaces; prefer hyphens or underscores
• Include utm_campaign and match the exact campaign name you will report on
• Add utm_id if you’ll import cost/click data to GA4
• Enable dynamic UTM fields in ad platforms where available
• Open the URL to verify it loads, then click-test from the live ad/email
• Log the final URL and parameter values in your campaign tracker

FAQ

Which parameters are required?

Google advises you always use utm_source, utm_medium, and utm_campaign on tagged links [source].

Do I need utm_id?

No, but it’s recommended if you plan to import non‑Google costs into GA4, because joins rely on your UTM values (including utm_id when present) [GA4 campaign data import].

Are UTM values case sensitive?

Yes. utm_source=Google and utm_source=google are treated as different values. Standardize on lowercase to avoid split reporting [source].