What are UTM tags?
UTM tags are parameters that you add to a URLto track from which source, via which medium and from which campaign a visitor arrived at your website.They are essential for accurate attribution and campaign reporting in GA4.What UTM parameters are there?utm_source : the source (e.g.Attributioncpc, email, social).utm_campaign :Google Analytics 4the ad variant for A/B testing.utm_term :
the keyword for paid
search.Sourceand medium are mandatory;the rest is optional but highly recommended.UTM tags in practiceAdd UTMtags toall links in email campaigns, social media posts and advertisements.Use the GoogleCampaign URL Builderfor error-free construction.In GoogleAds, UTM tags are automatically added via auto-tagging.UTM tags and GTMGTMautomatically reads UTM parameters from the URLandforwards them to GA4.Ensure consistent naming within your team to keep reports clear.What if I forget to use UTM
tags?Traffic is then assigned to Direct
or Other, which clouds your attribution reporting and makes insight difficult.Can UTMEmail Marketingindexed via canonical tags or robots.txt.More at developers.google.com/search.Google Ads