UTM Examples Library
Need clean, consistent UTMs fast? Use these copy-and-adapt examples to tag campaigns across every channel. Each section shows the parameter values that keep GA4 attribution accurate, plus naming patterns you can standardize across your team.
How to Use This Library (60 seconds)
- 1. Pick your channel below.
- 2. Copy the parameter values and replace only the parts in angle brackets.
- 3. Keep everything lowercase and use underscores or hyphens (no spaces).
- 4. Validate the link in Realtime and Traffic acquisition in GA4.
- 5. Save what you used to your team's playbook.
Core Parameters (Quick Recap)
- • utm_source → the platform or referrer (facebook, google, newsletter, qr, partner_name)
- • utm_medium → the channel type (paid_social, cpc, email, social, display, offline, partner, sms)
- • utm_campaign → your initiative or promo (2025_q4_launch, bf_sale_2025)
- • utm_term → keyword or audience (brand_exact, retargeting_30d)
- • utm_content → creative or placement (ad1_video_15s, cta_top, post_text, poster_a)
Keep source + medium consistent so GA4 maps to the right Default Channel Group.
Channel Examples
Email (newsletters, drips, blasts)
- • utm_source=newsletter
- • utm_medium=email
- • utm_campaign=<series_or_promo>
- • utm_content=<placement_or_cta>
Notes: Use a different utm_content for each button or link location. Do not tag internal links on your site.
Paid Search (Google/Bing)
- • utm_source=google (or bing)
- • utm_medium=cpc
- • utm_campaign=<adgroup_or_theme>
- • utm_term=<keyword_or_match_type>
Notes: Keep cpc (not ppc). Pair with auto-tagging if you want platform IDs; UTMs stay human-readable.
Paid Social (Facebook/Instagram/TikTok/LinkedIn/Snapchat)
- • utm_source=<platform_name>
- • utm_medium=paid_social
- • utm_campaign=<campaign_or_offer>
- • utm_content=<creative_or_audience>
Notes: paid_social is the key to correct GA4 mapping. Use utm_content to track creative or audience segments.
Organic Social
- • utm_source=<platform_name>
- • utm_medium=social
- • utm_campaign=<topic_or_series>
- • utm_content=<post_type_or_placement>
Notes: Use this for profile links, bios, and posts that you want to measure beyond native analytics.
Display / Programmatic
- • utm_source=<network_or_site>
- • utm_medium=display
- • utm_campaign=<flight_or_theme>
- • utm_content=<size_or_placement>
Notes: Keep display consistent so GA4 groups correctly.
Influencers / Partners
- • utm_source=<creator_or_partner_name>
- • utm_medium=partner
- • utm_campaign=<collab_or_promo>
- • utm_content=<format_or_placement>
Notes: One unique utm_source per partner makes performance transparent.
Affiliates
- • utm_source=<affiliate_id_or_network>
- • utm_medium=affiliate
- • utm_campaign=<offer_or_season>
- • utm_content=<placement_or_creative>
Notes: Use a consistent affiliate naming scheme and keep it separate from partner unless you intentionally merge.
QR Codes / Offline (print, packaging, in-store)
- • utm_source=qr
- • utm_medium=offline
- • utm_campaign=<event_or_promo>
- • utm_content=<poster_variant_or_location>
Notes: Shorten the destination URL first; QR parameters remain intact after redirect.
SMS / Messaging
- • utm_source=sms
- • utm_medium=sms
- • utm_campaign=<promo_or_flow>
- • utm_content=<cta_or_segment>
Notes: Consider segment identifiers in utm_content (winback, vip, backinstock).
App Store / Deep Links
- • utm_source=<platform_or_campaign>
- • utm_medium=<cpc_or_paid_social_or_email>
- • utm_campaign=<app_launch_or_feature>
- • utm_content=<ad_or_placement>
Notes: Coordinate with your MMP (e.g., Firebase) for deep links. Use the same taxonomy so web + app flows align.
Webinars / Events
- • utm_source=<platform_or_partner>
- • utm_medium=<email_or_social_or_paid_social>
- • utm_campaign=<webinar_title_or_series>
- • utm_content=<registration_cta_or_reminder>
Notes: Reuse the same campaign across all invites; vary utm_content for reminders vs final call.
Industry Scenarios
Ecommerce (product drops, promos)
- • Campaigns: 2025_q4_bf_sale, 2025_11_cyber_monday
- • Mediums: cpc, paid_social, email, affiliate, display
- • Contents: ad1_video_15s, cta_top, hero_banner
Tip: Keep product family in utm_campaign or utm_content, not both.
SaaS / B2B (features, demos, trials)
- • Campaigns: 2025_q3_feature_launch, 2025_q3_demo_push
- • Mediums: cpc, paid_social, email, partner
- • Contents: ad1_carousel, cta_book_demo
Tip: Align utm_campaign with your CRM campaign name for pipeline attribution.
Media / Publishers (newsletters, social distribution)
- • Campaigns: 2025_09_series_name, 2025_q4_best_of
- • Mediums: email, social, paid_social
- • Contents: cta_read_now, post_text, thread_1
Tip: Track placements in utm_content to find which slot drives repeat visits.
Local / Offline (events, signage)
- • Campaigns: 2025_fall_open_house, 2025_q3_store_event
- • Mediums: offline, social, partner
- • Contents: poster_a, flyer_b, window_cling
Tip: Put location identifiers in utm_content (downtown, west_side).
Bad vs Good (and Why GA4 Cares)
Bad example (causes Unassigned and split data)
- • utm_source=FB
- • utm_medium=ppc
- • utm_campaign=Spring Sale
- • utm_content=CTA Top
Issues: mixed case, unrecognized medium (ppc), spaces in campaign, inconsistent source.
Good example (maps cleanly to GA4)
- • utm_source=facebook
- • utm_medium=paid_social
- • utm_campaign=2025_q2_spring_sale
- • utm_content=cta_top
Why it works: lowercase, GA4-recognized medium, consistent source, no spaces.
Naming Patterns You Can Adopt
- • Lowercase only; no spaces (use underscore or hyphen).
- • Campaign: year_quarter_promo or year_month_theme
- • 2025_q4_bf_sale, 2025_09_feature_rollout
- • Mediums that map to GA4:
- • cpc (paid search), paid_social, email, social, display, affiliate, partner, offline, sms
- • Content conventions by channel:
- • Ads → ad1_video_15s, ad2_image_carousel
- • Email → cta_top, cta_footer, hero_button
- • Social → post_text, bio_link, story_swipeup
- • Term usage (when relevant):
- • brand_exact, competitor_broad, retargeting_30d
Publish these patterns in your UTM Playbook and enforce with builder presets.
Troubleshooting Common Issues
- • Seeing Unassigned in GA4 → Your medium likely isn't recognized (use cpc, paid_social, email, social, display, etc.), or source values aren't consistent.
- • Spaces or mixed case → Switch to lowercase and underscores/hyphens.
- • Internal navigation tagged → Remove UTMs from internal links; they overwrite attribution.
- • Duplicated parameters at destination → Ensure the final link doesn't already include conflicting UTMs.
- • Team drift → Review your playbook monthly and lock presets in the Builder.