Definition
UTM parameters are tags added to a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from.
In practice
The five classic parameters are utm_source, utm_medium, utm_campaign, utm_term and utm_content. GA4 also reads utm_id, utm_source_platform, utm_creative_format and utm_marketing_tactic.
Consistent naming matters more than the number of parameters. Mixed capitalization or ad hoc mediums split one channel into several rows and break GA4 channel groupings.
For Google Ads, auto-tagging with the GCLID is preferred, though many teams add UTMs as well for tools outside Google.
Learn more: GA4 reporting.
Related terms
- GCLIDThe GCLID (Google Click Identifier) is a parameter that Google Ads adds to landing page URLs when auto-tagging is on, so conversions can be tied back to the click.
- Custom dimension (GA4)A custom dimension registers an event, user or item parameter in Google Analytics 4 so it can be used in reports and explorations.
- Data-driven attributionData-driven attribution is a model that splits credit for a conversion across the ads and channels a person interacted with, based on how much each touchpoint actually contributed.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how UTM parameters is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.