What each parameter means
| Parameter | Answers | Examples |
|---|---|---|
| utm_source | Where did they come from? | facebook, instagram, linkedin, newsletter, google |
| utm_medium | What type of channel? | social, paid_social, email, cpc, referral, offline |
| utm_campaign | Which campaign or promotion? | spring_sale, boiler_service_2026, webinar_march |
| utm_content | Which post, ad or link? | carousel_tips, video_v2, header_button |
| utm_term | Which keyword (paid search)? | boiler_repair_leeds |
The builder adds the parameters to your URL, keeps any existing query string, and places them before any “#” anchor so the link still jumps to the right section.
Naming rules that keep reports clean
- Always lower-case. GA4 is case-sensitive, so “Facebook” and “facebook” become two sources.
- Use the mediums GA4 expects. GA4 sorts traffic into channel groups using the medium: “social” or “social-network” for organic social, “paid_social” or “paidsocial” (or “cpc” with a social source) for paid social, “email” for email. Unusual mediums end up in “Unassigned”.
- Agree a naming list and keep it in a shared sheet so everyone tags the same way.
- Never tag internal links (links from one page of your site to another). It overwrites the original source of the visit.
Where to use tagged links
Social posts and bios, email newsletters, paid social ads (unless your ad platform adds its own tracking), QR codes and offline materials, partner and directory listings. Shorten long links with your link shortener after tagging if needed. To see what social traffic is worth, put the numbers through the Social Media Lead Funnel Calculator.