Master Your Marketing ROI
Generate clean, trackable URLs for GA4, Facebook Ads, and Email Campaigns. Stop guessing where your revenue comes from.
The full website URL (e.g. https://www.example.com)
The referrer: (e.g. google, newsletter)
Marketing medium: (e.g. cpc, banner)
Product, promo code, or slogan (e.g. summer_sale)
Identify valid keywords (optional)
Use to differentiate ads (optional)
UTM (Urchin Tracking Module) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.
They effectively allow you to see where your traffic is coming from in Google Analytics.
- Use lowercase only to prevent duplicate data.
- Use dashes (-) instead of spaces.
- Keep it short and descriptive.
- Be consistent with naming conventions.
Naming Conventions
Bad data is worse than no data. Following a strict naming convention across your team is the difference between accurate attribution and a mess of "Other" traffic.
GA4 is case-sensitive. `utm_medium=Social` and `utm_medium=social` will appear in separate rows. Always use lowercase.
Avoid spaces. Use dashes (`kebab-case`) instead of underscores. Most browsers handle dashes better in URL strings.
Where to find data in GA4?
Navigate to Reports > Acquisition > Traffic acquisition.
Change the primary dimension to Session source/medium to see channel performance.
Add a secondary dimension for Campaign to drill down into specific promo results.
Press ⌘K