How to Set Up UTM Tracking in Google Analytics 4 (GA4)

UTM parameters work automatically with Google Analytics 4—no extra setup required. But knowing how to create proper UTM links and find your data in GA4 is where most marketers struggle. This guide covers everything.

How UTM Tracking Works in GA4

When someone clicks a link with UTM parameters, Google Analytics 4 automatically captures that data. There's no code to add, no settings to configure. GA4 reads the URL parameters and attributes the session accordingly.

The magic happens through these URL parameters:

Example URL with UTM parameters:

https://yoursite.com/landing-page
?utm_source=google
&utm_medium=cpc
&utm_campaign=spring_sale_2024

Step 1: Create UTM Links

You have three options for creating UTM links:

Option A: Google's Campaign URL Builder

Google offers a free Campaign URL Builder. It works, but it's basic—no templates, no link shortening, no team features.

Option B: Manual URL Building

You can add parameters to any URL manually. Just append ?utm_source=xxx&utm_medium=xxx&utm_campaign=xxx to your URL. Error-prone and tedious at scale.

Option C: UTM Management Tool (Recommended)

Tools like CampKit let you create UTM links with templates, generate short URLs, and track clicks—all in one place. Much faster and less error-prone than manual methods.

🔗 Create UTM Links in Seconds

CampKit includes a UTM builder, short links, and click analytics. Works seamlessly with GA4.

Try Free UTM Builder →

Step 2: Find UTM Data in Google Analytics 4

GA4's interface is different from Universal Analytics. Here's where to find your campaign data:

Traffic Acquisition Report

Go to Reports → Acquisition → Traffic acquisition. This shows sessions grouped by source/medium. You'll see entries like "google / cpc" or "newsletter / email".

User Acquisition Report

Reports → Acquisition → User acquisition shows how new users first discovered your site. Useful for understanding which channels bring new customers.

Adding Campaign as a Dimension

In any report, click the + button to add a secondary dimension. Search for "Session campaign" to see your utm_campaign values alongside other metrics.

Step 3: Create a Custom Campaign Report

For dedicated campaign analysis, create a custom exploration:

Go to Explore in the left sidebar
Click Blank to start fresh
Add dimensions: Session source, Session medium, Session campaign
Add metrics: Sessions, Conversions, Revenue
Drag dimensions to Rows, metrics to Values

Save this exploration for quick access to campaign performance data.

Common GA4 UTM Issues (and Fixes)

Issue: Traffic showing as "Direct"

If UTM-tagged traffic appears as Direct, the parameters aren't reaching GA4. Check that links aren't being stripped by redirects, and ensure HTTPS consistency.

Issue: Duplicate sources (Google vs google)

GA4 is case-sensitive. "Google" and "google" are different sources. Always use lowercase and establish team conventions.

Issue: Campaign data delayed

GA4 has processing delays—standard reports can take 24-48 hours. For real-time campaign tracking, use the Realtime report or a dedicated tool like CampKit.

UTM Best Practices for GA4

✓ Always use lowercase for all parameters
✓ Use underscores instead of spaces (spring_sale not spring sale)
✓ Keep source names consistent (google, not Google or GOOGLE)
✓ Use standard medium values (cpc, email, social, referral)
✓ Include date or quarter in campaign names for easy filtering
✓ Document your conventions for the team