Standardize reporting
Keep source, medium, campaign, term, and content naming aligned so dashboards stay readable.
Campaign details
Fill in your campaign info — fields marked required are needed to generate the URL.
Quick presets:
The destination URL for your campaign
Which platform or site sends the traffic
Marketing channel: cpc, social, email, banner
Specific campaign identifier — use underscores
Paid search keywords or audience segment
Differentiate creatives or links for A/B testing
What each UTM parameter does
utm_source
Campaign Source
Identifies which site, platform, or publication sent the traffic. E.g. facebook, google, newsletter.
utm_medium
Campaign Medium
The marketing channel. E.g. cpc, social, email, banner. Keep consistent across campaigns.
utm_campaign
Campaign Name
Your specific campaign identifier. Use underscores instead of spaces. E.g. summer_sale_2024.
utm_term
Campaign Term
Identifies paid search keywords. Also useful for A/B testing audience segments. Optional.
utm_content
Campaign Content
Differentiates ads or links pointing to the same URL. E.g. logo_link vs text_link, or image_v1 vs image_v2.
UTM templates for paid channels
Copy these straight into your ad-platform URL field. Each template uses the dynamic placeholders the platform replaces at click time, so campaign and ad names flow into your analytics without manual tagging per creative.
Meta Ads (Facebook & Instagram)
?utm_source=facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}Use Meta's URL parameter placeholders so every ad carries its live campaign and creative name. Set once at the ad-set level; never hard-code names.
Google Ads (Search & Shopping)
?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}_{adgroupid}&utm_content={creative}Use Google's ValueTrack parameters to pull dynamic IDs. utm_term is auto-filled with the keyword that triggered the click when auto-tagging is off.
TikTok Ads
?utm_source=tiktok&utm_medium=cpc&utm_campaign=__CAMPAIGN_NAME__&utm_content=__CID_NAME__TikTok supports dynamic URL parameters with double-underscore syntax. Add them in the Tracking section, not the destination URL field, to avoid duplication.
Email newsletter
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest_2026_05&utm_content=header_ctaUse medium=email (never =newsletter) so all email traffic groups together in GA4. Vary utm_content per link in the same email to A/B-test creative placement.
Influencer / partner link
?utm_source=creator_handle&utm_medium=influencer&utm_campaign=spring_collab_2026&utm_content=story_swipe_upOne utm_source per creator so revenue attribution is clean. Use utm_content to separate post types (story, reel, link-in-bio) for the same campaign.
Reddit Ads (Promoted Posts)
?utm_source=reddit&utm_medium=cpc&utm_campaign={{CAMPAIGN_NAME}}&utm_content={{AD_NAME}}Reddit's Promoted Post UI accepts URL parameter placeholders. Targeting subs matters more than the URL — keep utm_campaign tied to the audience cluster you're testing.
5 UTM mistakes that quietly break attribution
Most attribution holes come from naming drift, not missing tags. Audit your existing URLs against this list before launching a new campaign.
- Mixed casing (Facebook vs facebook)Always lowercase. GA4 treats Facebook and facebook as two separate sources, splitting your reporting.
- Spaces inside parametersUse underscores. Spaces become %20 in the URL and break aggregation in some downstream tools.
- Tagging internal site linksNever put UTMs on links between pages on your own domain — it overwrites the original source attribution mid-session.
- Using utm_medium=meta or utm_medium=fbMedium is the channel type (cpc, social, email), not the network. Put the network in utm_source instead.
- Forgetting the http(s):// prefixURLs without a scheme break in some click trackers. The generator above auto-prepends https:// if you forget.
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UTMs track where traffic comes from.
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Common questions about UTM tracking
What is a UTM link?
A UTM link is a regular URL with tracking parameters added to it so analytics tools can attribute visits to the right source, medium, campaign, and creative.
Which UTM parameters matter most?
For most teams, source, medium, and campaign are the core fields. Term and content become useful when you want deeper ad-level or variation-level reporting.
Why do UTM naming conventions matter?
Without a consistent convention, analytics tools split traffic into messy buckets. That makes reporting harder and hides which campaigns and creatives are actually working.
Should I use UTMs on paid and organic campaigns?
Usually yes. UTMs are helpful anywhere you want cleaner attribution, including paid social, email, partnerships, influencer links, and many organic promotions.
What is the best UTM template for Meta Ads?
Most performance teams use utm_source=facebook (or instagram), utm_medium=cpc, utm_campaign={{campaign.name}}, utm_content={{ad.name}}, and utm_term={{adset.name}}. Meta's dynamic URL parameters replace these placeholders at delivery time so every click carries the live campaign, ad set, and creative name into GA4.
Do UTMs work with Meta's fbclid parameter?
Yes — fbclid is added by Meta's click ID system and is independent of UTMs. Keep both: UTMs feed your analytics, fbclid feeds Meta's attribution and the Conversions API. Stripping fbclid in your CDN or proxy will break Meta's reporting.
Do UTMs affect SEO?
UTMs do not directly affect SEO because Google treats them as tracking parameters. To be safe, set a canonical tag on the destination page so the clean URL is what gets indexed, and avoid putting UTMs on internal site links — that overwrites the original source attribution.
How long should a UTM campaign name be?
Keep utm_campaign under 50 characters and use underscores between words. Long names get truncated in some analytics views and make ad-platform reporting harder to scan.