UTM Builder for Ecommerce Campaigns

Urchin Tracking Module. It comes from Urchin, the web analytics software that Google acquired in 2005 and turned into Google Analytics. The UTM parameter format stuck around and is now the standard way to track marketing campaigns across almost every analytics platform.

Technically none are required for the link to work. But for useful analytics data, you should always use source, medium, and campaign at minimum. Term and content are optional and mostly useful for paid search and A/B testing. Without at least source and medium, your traffic just shows up as untagged.

They should not if your site handles them correctly. Google treats URLs with different query parameters as separate pages by default, but Google Search Console usually consolidates them. To be safe, make sure your canonical tags point to the clean URL without UTM parameters. Most CMS platforms handle this automatically.

GA4 and Universal Analytics process sessions differently. GA4 does not start a new session when campaign parameters change mid-visit, while Universal Analytics did. GA4 also has different default channel groupings. If your medium values do not match GA4 expected values, traffic might be grouped under Unassigned.

You can, but Google Ads has its own auto-tagging system called GCLID that works better with Google Analytics. If you use manual UTM tagging alongside auto-tagging, the UTM parameters take priority in GA4. Most advertisers use auto-tagging for Google Ads and UTM parameters for everything else.

Set utm_source to your email platform name like mailchimp or klaviyo. Set utm_medium to email. Set utm_campaign to the specific email name like june-newsletter or abandoned-cart-v2. If you have multiple links in one email, use utm_content to differentiate them, like header-link vs footer-link.

Yes. For organic social posts, use utm_source=facebook and utm_medium=social. For paid social, use utm_medium=paid-social or utm_medium=cpc. The key difference is medium because GA4 uses it to sort traffic into channel groups. Without the right medium, your paid social traffic might get lumped into organic.

It still works as a URL parameter, but it will not be recognized by Google Analytics. If you type utm_sorce instead of utm_source, GA4 ignores it and the visit shows up with no source attribution. There is no error message. The data just silently goes to the wrong place, which is why testing matters.