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.

Foundation (1)Naming (1)Social (2)Email (1)Troubleshooting (1)
utm parameters
Foundation7 min read

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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Featured reads

Naming guides

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All5Naming1Social2Email1Troubleshooting1
utm source vs utm medium
Naming4 min

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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Nearby reading

Useful while you are working in this area.

utm naming conventions

Naming conventions

UTM naming conventions: a marketer's playbook for clean GA4 reports

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utm tracking ga4

Attribution

How to set up UTM tracking in GA4 (with the settings that actually matter)

Read
messy utm data

Attribution

Why your UTM data is messy (and the half-dozen specific things to fix)

Read