A Simple Guide to Tracking Every Click

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Understanding where your traffic really comes from is essential for optimizing your marketing campaigns. Between social media posts, newsletters, paid ads, PDFs, and messages shared across apps, attribution quickly becomes messy.

UTM parameters solve this by giving Google Analytics 4 (GA4) clear information about the source of each visit.

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Below is a simple, practical guide you can use for all your marketing activities.

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What Are UTM Parameters?

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UTM parameters (Urchin Tracking Modules) are small pieces of text added to the end of a URL.

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They look like this:

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https://yourwebsite.com/page

?utm_source=instagram

&utm_medium=social

&utm_campaign=launch

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They don’t affect your page or its content, they just help GA4 understand where the click came from.

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The 5 UTM Parameters You Should Know

• utm_source → the platform (facebook, linkedin, newsletter)
• utm_medium → the channel type (cpc, email, social)
• utm_campaign → the campaign name (summer_sale, launch_2025)
• utm_term → optional; useful for keyword-level tracking
• utm_content → used to differentiate creatives (ad_a, ad_b)

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GA4 uses these values to populate source, medium, and campaign in your acquisition reports.

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Why UTMs Are Important

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Without UTMs, GA4 tries to guess the traffic source and often gets it wrong. Many visits end up labelled as Direct, especially when:

• Links are shared in WhatsApp, Messenger, Slack, iMessage
• Users reopen old browser tabs
• Emails are opened on desktop clients
• Links come from PDFs or presentations

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UTMs give you precise attribution, allowing you to understand which channels and campaigns actually perform.

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How GA4 Uses UTM Data

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GA4 reads UTMs at three levels:

• User level → how the user discovered you for the first time
• Session level → what brought the user in today
• Event level → what source triggered a conversion event

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This helps you see both long-term acquisition and short-term performance.

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Where to Find UTM Data in GA4

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You’ll see UTM data mainly in:

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User Acquisition

Shows the source/medium of first-time visitors.

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Traffic Acquisition

Shows the source/medium/campaign of the current session.

This is where you monitor conversions.

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How to Build Clean UTM Links

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A proper UTM link follows this structure:

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https://yourwebsite.com/page

?utm_source=platform

&utm_medium=channel

&utm_campaign=name

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Best Practices

• Always include source + medium + campaign
• Use lowercase only (GA4 is case-sensitive)
• Replace spaces with _ or -
• Keep URLs short and readable

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Common Mistakes to Avoid

• Mixing uppercase and lowercase (“Facebook” vs “facebook”)
• Missing parameters (forgetting source or medium)
• Using different naming rules across channels
• Creating very long URLs that some apps may truncate
• Tagging internal links (breaks sessions and attribution)

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How to Analyze UTMs Quickly

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When a campaign is running, check:

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Traffic Acquisition

→ Does the session source/medium match your UTMs?

Key Events (Conversions)

→ Which campaigns are generating form submissions, purchases, or leads?

User Acquisition

→ Which channels bring in new users?

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Add “Campaign” as a secondary dimension to understand which campaigns are truly driving results.

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When UTMs Are Not Enough

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Some environments remove UTMs or block referrers, such as:

• iOS and Safari
• Messaging apps
• Offline campaigns
• Multi-touch B2B journeys

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In these cases, you may need complementary tracking methods such as short redirects, first-party cookies, or server-side tracking.

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Turning UTM Tracking Into a Growth Advantage

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UTM parameters are one of the simplest ways to bring clarity to your analytics. With clean, consistent tracking, you can finally understand which channels work, which campaigns convert, and where to invest your budget.

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If you want help structuring your GA4 setup, creating dashboards, or building a clean UTM framework, explore my Analytics Services.