UTM Tagging for GA4: Parameters, Naming and Copyable Templates
How to tag campaign links so GA4 reads them correctly: every UTM parameter it supports, naming rules, and a copyable template.
GA4 reads nine UTM parameters, but the three that decide your channel are utm_source, utm_medium and utm_campaign. Use lowercase, controlled values for medium so GA4's channel rules match them. A shared tagging sheet does more for clean data than any report fix.
- Required in practice: utm_source, utm_medium, utm_campaign. Add utm_id, utm_content and utm_term as needed.
- GA4 also reads utm_source_platform, utm_creative_format and utm_marketing_tactic.
- Medium values must match the default channel rules (email, cpc, paid_social style values) or traffic lands in Unassigned.
- Never put UTMs on internal links.
- Google Ads auto-tagging is preferred over UTMs for Google Ads traffic.
Checked 4 November 2026 (CET) against Google Analytics Help and Google developer documentation. GA4 menus and limits change, so confirm in your own property. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.
01The parameters
| Parameter | Use | Example |
|---|---|---|
| utm_source | Where the click came from | newsletter, linkedin |
| utm_medium | The type of channel | email, paid_social, cpc |
| utm_campaign | Campaign name | q4_close_guide |
| utm_id | Campaign ID (for data import) | lg-2026-q4-01 |
| utm_term | Paid keyword | accounting_software |
| utm_content | Creative or link variant | cta_button |
| utm_source_platform | Buying platform | dv360 |
| utm_creative_format | Creative format | video |
| utm_marketing_tactic | Targeting tactic | remarketing |
02Medium values that match GA4's channels
Google's default channel group uses rules on medium. For example, Paid Search, Paid Social and Paid Other all require a medium matching ^(.*cp.*|ppc|retargeting|paid.*)$, Email matches email, e-mail, e_mail or e mail, and Organic Video matches media containing video. Use these values:
| Channel you want | utm_medium | Note |
|---|---|---|
| Source can be your ESP or "newsletter" | ||
| Paid Social | paid_social | Source must be a recognised social site, such as linkedin or facebook |
| Paid Search (non-Google) | cpc | Source must be a search site, such as bing |
| Display | display | Matches the Display rule |
| Affiliates | affiliate | Matches the Affiliates rule |
| Organic social posts | social | Lands in Organic Social |
03Copyable template
https://www.example.com/guide/?utm_source=linkedin&utm_medium=paid_social&utm_campaign=q4_close_guide&utm_content=carousel_v1&utm_id=lg-2026-q4-01Keep a sheet with columns: date, owner, destination URL, source, medium, campaign, content, full URL. Use a formula to build the URL so nobody types parameters by hand.
Our view: utm_campaign naming matters most for finance-style reporting. Use a format like quarter_theme_audience so sorting works.
04What about AI assistants and UTMs?
Some AI assistants add their own UTM to outbound links, and GA4 now has an AI Assistant channel. Lesson 7 covers how those visits are classified. You don't tag AI answers yourself; you can't control the link.
Next: The default channel group, explained. Or return to the GA4 for Marketers track.
05Common questions
Which UTM parameters does GA4 support? utm_source, utm_medium, utm_campaign, utm_id, utm_term, utm_content, utm_source_platform, utm_creative_format and utm_marketing_tactic.
Do UTMs need to be lowercase? GA4 treats values as case sensitive, so Email and email become two rows. Use lowercase everywhere.
Should I tag internal links with UTMs? No. UTMs on internal links start a new campaign attribution for the visit and overwrite the real source.
Questions people ask
3 answersWhich UTM parameters does GA4 support?
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utm_source, utm_medium, utm_campaign, utm_id, utm_term, utm_content, utm_source_platform, utm_creative_format and utm_marketing_tactic.
Do UTMs need to be lowercase?
+
GA4 treats values as case sensitive, so Email and email become two rows. Use lowercase everywhere.
Should I tag internal links with UTMs?
+
No. UTMs on internal links start a new campaign attribution for the visit and overwrite the real source.
Sources
- Google Analytics Help, URL builders: Collect campaign data with custom URLssupport.google.com
- Google Analytics Help, Default channel groupsupport.google.com
- Google Analytics Help, Connect Google Ads to Google Analyticssupport.google.com
- All accessed 4 Nov 2026.