What are UTM parameters?
UTM parameters are tags added to a URL so analytics tools such as Google Analytics 4 can attribute visits to a campaign. The required ones are utm_source, utm_medium and utm_campaign.
Naming tips
- Use lowercase consistently (GA4 treats “Email” and “email” as different)
- Use underscores or hyphens instead of spaces
- Never add UTMs to internal links on your own site
Frequently asked questions
Which UTM parameters are required?
Source, medium and campaign. Term, content and ID are optional.
Do UTM parameters hurt SEO?
Not when used on external campaign links. Avoid them on internal links, and canonical tags handle duplicate URLs.