Resource library
UTM parameters guides for cleaner reporting.
UTM tags are simple to add and easy to ruin. Pieces in this section cover the rules that keep your GA4 reports clean across channels, campaigns, and the people who copy-paste your links.
UTM parameters: a marketer's working guide
How utm_source, utm_medium, utm_campaign, utm_term, and utm_content actually behave in GA4, with naming rules that survive a real campaign team.
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UTM tracking in Klaviyo: campaign and flow tagging that survives a real ESP migration
Klaviyo's UTM tracking lives in three places (account, campaign, flow). Here is the setup that keeps tags consistent across all three.
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UTM parameters for paid search: when Google Ads auto-tagging beats manual UTMs
Google Ads auto-tagging via gclid handles paid search attribution by default. When to layer manual UTMs on top, and when to trust the auto-tag.
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UTM tracking in Mailchimp: the auto-tag settings that actually work
Mailchimp auto-tags outbound email links with UTMs when you flip one toggle. Here is the setup, the defaults to override, and the gotchas to watch for.
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How to track a TikTok bio link with UTMs
TikTok strips referrer like Instagram does. The UTM template for the bio link, plus per-video tracking with a separate short link per video.
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UTM tracking for email campaigns: every link in the send needs to know its job
Every link in an email earns a separate utm_content value. The template that survives a real team, with notes for Mailchimp, Klaviyo, and customer.io.
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The 7 most common UTM mistakes (and how to avoid each one)
Mixed casings, channel names in utm_medium, missing campaign values, and four more attribution failures every team eventually makes. Each one with a fix.
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How to track an Instagram bio link with UTMs (without losing the data)
Instagram strips referrer data on every click. Here is how to get attribution back using UTM parameters, a single short link, and a workaround for Stories.
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utm_source vs utm_medium: the rule that fixes most GA4 attribution
The most common UTM mistake is putting the channel name in utm_medium. Here is how the two parameters work plus a lookup table that keeps grouping clean.
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