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UTM parameters

UTM parameters are tags added to a link, such as utm_source, utm_medium and utm_campaign, that tell an analytics tool where a visit came from.

How it works

The tags go at the end of a link to the shop, for example ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. When someone clicks it, GA4 files the visit under that source, medium and campaign. Google recommends always setting these three; others include utm_id, utm_term and utm_content. Values are case sensitive, so “Meta” and “meta” become two sources, and a missing parameter shows as (not set).

UTMs name the source of traffic that carries no Google click ID: email, Meta, comparison sites. GA4 also uses utm_id, utm_source, utm_medium and utm_campaign to join costs imported from those platforms to visits. The values must match the import file exactly. Our guides show the setup for Heureka, Zboží and Hotline in GA4 and for the Meta Conversions API for online stores.

For Google Ads, auto-tagging takes priority. It adds a GCLID to each click, and GA4 uses it ahead of UTMs, with no option to override.

Where you see it

GA4: Acquisition → Traffic acquisition, by Session source / medium, Session source, Session medium or Session campaign.

Example

Example store, not client data.

The tableware shop’s newsletter links carry utm_source=newsletter, but one footer link was typed as utm_source=Newsletter. GA4 shows two sources for one email. If the shop’s cost import names the source “newsletter”, GA4 joins the cost only to visits under “newsletter” and leaves the “Newsletter” visits out.

Not to be confused with

  • Auto-tagging — Google Ads adds a click ID to each ad click by itself. UTMs are set by hand or through a platform’s dynamic parameters, and they name the campaign, not the click.

Right and wrong readings

  • Wrong: “Our Google Ads links carry UTMs, so GA4 reports those visits by them.” Right: with auto-tagging on, GA4 uses the GCLID first, and the UTMs can’t override it.

Sources

  • URL builders: Collect campaign data with custom URLs — Analytics Help: parameters, the three to always set, case sensitivity, (not set), where they are reported. Checked 2 October 2026 (archived copy of 26 September 2026).
  • Import campaign data — Analytics Help: UTMs join imported costs, exact match. Checked 2 October 2026 (archived copy of 2 September 2026).
  • About auto-tagging — Google Ads Help: GA4 prioritises auto-tagging, no override. Checked 2 October 2026 (archived copy of 9 September 2026).