Pink PostThe five UTM parameters
| Parameter | What it records | Examples |
|---|---|---|
| utm_source | Where the traffic comes from | newsletter, linkedin, partner-site |
| utm_medium | The channel type | email, social, referral |
| utm_campaign | The campaign or promotion | 2026-q4-guide-launch |
| utm_term | Paid keyword (optional) | link building tool |
| utm_content | Which link or version (optional) | signature, cta-button |
UTMs and link building: when not to use them
Do not put UTM tags on links you ask editors to place for SEO. A tagged URL is a different URL: it can split signals between versions, show up in search results and look odd to the editor. Your analytics already attributes those visits as referral traffic from the linking site.
Do use UTMs on links you control: the URL in your email signature, links in your own newsletter, social posts and partner emails. That way you can see which outreach emails drive visits.
A naming convention that stays clean
- Lowercase everything. GA4 treats "Email" and "email" as different values.
- Use hyphens, not spaces.
- Keep a short list of mediums: email, social, referral, cpc, affiliate.
- Put the date or quarter in campaign names:
2026-q4-guide. - Keep a shared sheet of every tagged URL you create.
Seeing UTM data in GA4
In GA4, open Reports → Acquisition → Traffic acquisition and switch the dimension to Session source / medium or Session campaign. New data usually appears within a day.