The UTM parameters
| Parameter | Use it for | Example |
|---|---|---|
| utm_source | Where the click came from | instagram, newsletter, whatsapp |
| utm_medium | The type of channel | social, email, cpc, referral |
| utm_campaign | The campaign name | ramadan_sale_2026 |
| utm_term | Paid keyword (optional) | oud_perfume |
| utm_content | Which link or creative (optional) | story_link, banner_a |
Rules that keep reports clean
- Always lower case. GA4 treats "Instagram" and "instagram" as different sources.
- Use the same names every time. Keep a shared list for your team.
- Never use UTMs on internal links between your own pages. They overwrite the real source of the visit.
- Use GA4's standard mediums (social, email, cpc, referral) so traffic lands in the right channel groups.