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UTM Campaign Builder
Tagged campaign URLs that stay consistent.
About the UTM Campaign Builder
UTM parameters are how analytics tells a visit from your newsletter apart from a visit from a Facebook post. They work reliably and they break for exactly one reason: inconsistent naming.
The three that matter are source, medium and campaign. Medium drives the default channel grouping in GA4, so sticking to the recognised values — email, cpc, social, referral, display, affiliate, video — is what keeps your reports out of the Unassigned bucket.
Agree on lowercase and never deviate. Analytics treats Email and email as two different mediums, and once both exist in your data there is no clean way to merge them after the fact. Write the convention down somewhere the whole team can see it, and tag every outbound link the same way every time.
Common questions
Why is my campaign showing as 'Direct' in Google Analytics?
Usually a missing or empty utm_source. Without it, GA4 can't attribute the visit to a campaign and defaults to direct traffic.
Does capitalisation actually matter in UTM values?
Yes — GA4 treats Email and email as two separate mediums. Pick one casing convention and never deviate, or your reports will split a single channel in two.
What utm_medium values does GA4 recognise?
Standard values like email, cpc, social, referral, display, affiliate and organic map to GA4's default channel groupings. Anything else lands in an 'Unassigned' bucket.