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Campaign Tracking in GA 4
What are UTM’s & how to use them
This deck is a resource from the exercise presented in this educational video.
What is campaign tracking?
- Ability to see where traffic came from and the subsequent actions / events
What are URL parameters?
- Also called ‘query parameters’ or ‘query strings’
- Appended to URL’s to pass data to your analytics system
GA 4 uses ‘UTM’ parameters
to track campigns
Standard Campaign Reporting in GA 4
http:/
/site.com?utm_campaign=test&utm_medium=social_post&utm_source=instagram
Web Server
Campaign tracking URL parameters in GA 4
utm_id: Campaign ID. Used to identify a specific campaign or promotion. This is a required key for GA4 data import.
utm_source: Referrer, for example: google, newsletter4, billboard
utm_medium: Marketing medium, for example: cpc, banner, email *
utm_campaign: Product, slogan, promo code, for example: spring_sale *
utm_source_platform: The platform responsible for directing traffic to a given Analytics property For example: Search Ads
utm_term: keyword
utm_content: Use to differentiate creatives.
Is it really this basic?
Building URL’s
Built in Reports
Things to keep in mind
- It’s directional reporting
- Consider storing utm parameters in the backend
- To make the most of this data, use Big Query

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Campaign Tracking in GA 4 - Introduction

  • 1. Campaign Tracking in GA 4 What are UTM’s & how to use them This deck is a resource from the exercise presented in this educational video.
  • 2. What is campaign tracking? - Ability to see where traffic came from and the subsequent actions / events
  • 3. What are URL parameters? - Also called ‘query parameters’ or ‘query strings’ - Appended to URL’s to pass data to your analytics system
  • 4. GA 4 uses ‘UTM’ parameters to track campigns
  • 5.
  • 6. Standard Campaign Reporting in GA 4 http:/ /site.com?utm_campaign=test&utm_medium=social_post&utm_source=instagram Web Server
  • 7. Campaign tracking URL parameters in GA 4 utm_id: Campaign ID. Used to identify a specific campaign or promotion. This is a required key for GA4 data import. utm_source: Referrer, for example: google, newsletter4, billboard utm_medium: Marketing medium, for example: cpc, banner, email * utm_campaign: Product, slogan, promo code, for example: spring_sale * utm_source_platform: The platform responsible for directing traffic to a given Analytics property For example: Search Ads utm_term: keyword utm_content: Use to differentiate creatives.
  • 8. Is it really this basic?
  • 11. Things to keep in mind - It’s directional reporting - Consider storing utm parameters in the backend - To make the most of this data, use Big Query