The short version
| Field | Use it for | Good example | Avoid |
|---|---|---|---|
utm_source | Where the visit came from | linkedin, newsletter, partner-name | paid, social, vague team names |
utm_medium | The channel type | email, paid-social, cpc | Mixing paid_social, paidsocial, and paid-social |
utm_campaign | The initiative or promotion | q3-launch, webinar-followup | One-off names that cannot be reused in reports |
utm_source tells you where the visit came from. utm_medium tells you the channel type. utm_campaign tells you which initiative the click belongs to.
Use source for the sender or platform
If the click came from LinkedIn, use linkedin. If it came from a partner newsletter, use the partner name or partner-newsletter. Do not put broad channel categories in source.
Use medium for the channel
Medium should be a controlled list. Pick a small vocabulary like email, paid-social, organic-social, cpc, referral, and affiliate.
Use campaign for the business initiative
Campaign names should survive across channels. A launch can have LinkedIn ads, newsletter links, and partner links, but they should share the same campaign token if they support the same effort.
Common mistakes
- Using
utm_source=emailinstead of naming the email sender or list. - Inventing a new medium for every campaign instead of using a controlled list.
- Changing separators across teams:
q3_launch,q3-launch, andQ3 Launchbecome separate values. - Putting private customer, employee, or deal information in UTM values.
Build and check your tags
Use the builder for one tagged URL, the bulk builder for campaign batches, and the checker before links go live.
Build a tagged URL · Generate URLs in bulk · Check an existing URL
Last reviewed July 20, 2026.
Continue the campaign workflow
Define consistent names, build one GA4 campaign URL, scale it in bulk, then check the final link before publishing.
Build a GA4 campaign URL · Define campaign names · Scale in bulk · Check the result
FAQ
What is the difference between utm_source and utm_medium?
utm_source names the platform, sender, or referrer. utm_medium names the broad channel type, such as email, paid-social, cpc, referral, or partner.
What should go in utm_campaign?
Use a stable campaign name that describes the initiative, launch, season, or promotion. Keep it consistent across channels so GA4 reporting groups related traffic together.