UTM Parameters: How to Tag Links and Accurately Measure Traffic Sources
Without UTM parameters, Google Analytics often doesn't know where a user came from. Traffic from a newsletter, influencer, or ad then falls into the direct category, making it impossible to evaluate what works.
What UTM parameters are
These are tags appended to a URL that pass information about the visit source to analytics. The most important ones are:
utm_source: where the traffic comes from, for example facebook, google, newsletter.
utm_medium: type of traffic, for example paid_social, cpc, email.
utm_campaign: campaign name.
utm_content: ad or link version, useful for creative testing.
utm_term: keyword or audience group.
Example of a correct link
advibes.pl/?utm_source=facebook&utm_medium=paid_social&utm_campaign=jesien_sale&utm_content=video_ugc_1
Naming conventions
Use lowercase letters only. For GA4, Facebook and facebook are two different sources.
Use underscores instead of spaces.
Write down a naming dictionary in a single spreadsheet and stick to it company-wide.
In Meta and TikTok, use dynamic parameters that automatically insert the campaign and ad name.
What not to tag
Do not add UTMs to internal links on your own website. They start a new session and corrupt source data. In Google Ads, instead of manual UTMs, auto-tagging after linking Google Ads and GA4 accounts is sufficient.
How to use it
Properly tagged traffic allows you to compare channels, calculate their real contribution to sales, and make budget decisions. This is the foundation from which we start every performance strategy. You can read more about metrics in the advertising metrics dictionary.
