Guide
Set up UTM parameters (so you know what actually works)
5 tiny URL tags that reveal which specific email, post, or ad brought each customer.
Learn the 5 UTM parameters
utm_source (where: instagram, newsletter, facebook), utm_medium (how: social, email, cpc), utm_campaign (what: spring-sale-2026), utm_term (paid keyword), utm_content (ad variant). Only 3 are usually needed: source, medium, campaign.
Build URLs with Google's Campaign URL Builder
Go to ga-dev-tools.google/campaign-url-builder/. Paste your landing URL, fill the 3 fields, copy the tagged URL. Use this URL everywhere for that campaign.
Establish a naming convention
utm_source: always lowercase (facebook, not Facebook). utm_medium: fixed values (social, email, cpc, referral). utm_campaign: consistent format (spring-sale-2026, not 'Spring Sale 2026'). Inconsistency ruins reports.
Tag every non-organic link
Every email, ad, social post link, and partner link. Skip only pure SEO organic (Google handles that separately). Every social bio link. Every newsletter link.
Use a URL shortener
Long UTM URLs look ugly in emails and posts. Shorten with bit.ly (free) or your own domain (bl.ink, rebrandly). Shortened links still pass UTMs.
View campaigns in GA4
Reports, Acquisition, Traffic Acquisition, dimension: 'Session campaign'. Every campaign you tagged appears with its own traffic, conversions, revenue. This is the real ROI view.
That’s the whole thing.
Keep going
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