Create tagged links to track the performance of advertising campaigns in Google Analytics (GA4) and other systems.
The referrer (e.g., google, facebook, newsletter)
Marketing medium (e.g., cpc, banner, email)
Product, promo code, or slogan (e.g., summer_sale)
Identify paid search keywords (e.g., order_site)
Use to differentiate ads (e.g., top_banner, text_link)
UTM (Urchin Tracking Module) tags are snippet parameters added to the end of a URL. They pass detailed information to analytics systems (like Google Analytics 4) about where a user came from and which campaign brought them.
utm_source (Source) — Required parameter. The platform where the link is placed (e.g., google, facebook, instagram, telegram).utm_medium (Medium) — Required parameter. The advertising channel (e.g., cpc — paid ads, banner — banner, email — email newsletter).utm_campaign (Campaign Name) — Required parameter. Helps group different ads into a single campaign (e.g., black_friday, spring_sale).utm_term (Term) — Used primarily for paid search to pass keywords.utm_content (Content) — Helps differentiate similar links on the same page (e.g., if you have a top banner and footer button, you can specify top_banner or footer_link).💡 Tip: Always write tags in lowercase latin letters and use hyphens or underscores instead of spaces.