# 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.

Source: https://mentionx.ai/learn/ga4/ga4-utm-campaign-tagging  
Author: Dipuck Jones, founder of MentionX  
Updated: 4 November 2026  
Level: Practitioner

**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.

> **Key takeaways**
>
> - 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.*

## The 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 |

## Medium 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 |
|---|---|---|
| Email | email | 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 |

## Copyable 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-q4-01
```

Keep 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.

> **Pro move:** filter **Traffic acquisition** by Session default channel group = Unassigned each month. Almost every row is a UTM medium that matches no rule. Fix the template, not the report.

*Our view:* utm_campaign naming matters most for finance-style reporting. Use a format like `quarter_theme_audience` so sorting works.

## What 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](https://mentionx.ai/learn/ga4/ga4-default-channel-group-explained). Or return to the [GA4 for Marketers track](https://mentionx.ai/learn/ga4/ga4-for-marketers).

## Common 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.

## Sources

- Google Analytics Help, [URL builders: Collect campaign data with custom URLs](https://support.google.com/analytics/answer/10917952)
- Google Analytics Help, [Default channel group](https://support.google.com/analytics/answer/9756891)
- Google Analytics Help, [Connect Google Ads to Google Analytics](https://support.google.com/analytics/answer/9379420)
- All accessed 4 Nov 2026.

## Frequently asked 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.

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Written and reviewed by Dipuck Jones for MentionX Learn. The HTML version of this page: https://mentionx.ai/learn/ga4/ga4-utm-campaign-tagging