UTM Links Explained: How to Build and Track Campaign URLs
What is a UTM link?
A UTM link is a regular URL with extra parameters added to the end that tell Google Analytics where a visitor came from. Without UTM links, GA4 shows traffic as "Direct" when the source is actually a newsletter, a social post, or a paid ad.
Build UTM Links Free →The five UTM parameters
- utm_source — Where the traffic comes from (google, newsletter, instagram)
- utm_medium — The marketing channel (cpc, email, social, organic)
- utm_campaign — The campaign name (summer_sale, product_launch)
- utm_term — The paid keyword, for Google Ads (optional)
- utm_content — Used for A/B testing different versions (header_link, footer_cta)
Example UTM URL
https://tarumak.com?utm_source=newsletter&utm_medium=email&utm_campaign=june_tools
This tells GA4: "This visitor came from our June newsletter, via email, as part of the june_tools campaign."
Best practices
- Use lowercase only — utm_source=Google and utm_source=google are counted separately in GA4
- Use hyphens instead of spaces: june-launch not june launch
- Be consistent with your naming — create a spreadsheet of standard values
- Always track paid ads, emails, and social posts
- Do not add UTM parameters to internal links — it breaks session tracking
Where to see UTM data in GA4
In Google Analytics 4, go to Reports → Acquisition → Traffic Acquisition. You will see sessions broken down by source, medium and campaign. Click into any row to see the full UTM data.
Do UTM links affect SEO?
No. Google ignores UTM parameters for indexing purposes. They are only read by analytics tools.
What is the difference between source and medium?
Source is the specific place (google, facebook, mailchimp). Medium is the channel type (cpc, social, email). Think of medium as the category and source as the specific platform within that category.
Do UTM links work with Google Analytics 4?
Yes. GA4 reads all standard UTM parameters and attributes sessions accordingly. You can view them under Acquisition reports.