Fictional example: a readable convention
The table gives demonstration values for an email campaign. Parameter names remain technical; values should be consistent and contain no personal data. UTM values are case sensitive: Newsletter and newsletter can be distinguished.
| Parameter | Fictional value | Use |
|---|---|---|
| utm_source | newsletter | Campaign origin. |
| utm_medium | Medium. | |
| utm_campaign | launch | Campaign name. |
| utm_content | hero | Link variant. |
| utm_id | launch_01 | Campaign identifier. |
Check the complete link journey
- Define a common convention for source, medium and campaign, then useful identifiers and variants. Avoid different spellings for one channel.
- Test encoding, redirects and arrival on the intended page with parameters preserved. Then inspect source and campaign dimensions in the appropriate report.
- Reserve this tagging for external campaign links. Use an event plan for internal links instead of acquisition labels; do not claim a UTM always starts a new GA4 session.
Interpret data within its limits
Missing parameters, privacy choices, shared links and attribution models can change observed results. Never put an email address, name or personal identifier in a campaign URL. Compare conversions and costs within an explicit scope; a label does not establish causation.
Primary references
- Google Analytics — Campaign URL parameters [EN]
- Google Analytics — Avoid sending personally identifiable information [EN]
Verify tracking after every redirect
Links correctly tagged initially can lose parameters through shortening, redirects or domain changes. Test the published journey end to end and inspect the resulting report. Keep a shared naming convention so channels do not fragment across case or spelling variants.
- Click links from the actual publishing medium.
- Check destination parameters and actual collection.
- Separate external traffic from internal navigation.
Should menu links carry UTM parameters?
They are internal navigation, not new acquisition sources. Use suitable navigation measurement rather than artificially assigning an external campaign.
Primary reference: Google Analytics — Campaign URL data. Related method: read the practical guide.