How to Use UTMs Without Ruining Your GA4 Reporting
UTM parameters tell analytics where a click came from. They are especially useful for email, creators, QR codes and paid activity that would otherwise be grouped incorrectly, but the naming needs to be controlled.
Build a naming rule
- Use utm_source for the platform or partner, such as klaviyo or instagram.
- Use utm_medium for the channel, such as email, paid_social or influencer.
- Use utm_campaign for the consistent campaign name.
- Use utm_content to distinguish creative, placement or creator where useful.
- Keep everything lowercase and avoid spaces.
- Store approved values in a shared URL builder rather than typing them from memory.
Do not add UTMs to internal website links because that starts a new campaign session and destroys the original source. Test every final URL, check that redirects preserve the query string and review Traffic acquisition in GA4 after launch to catch naming errors early.
Olivia Robinson
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
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