UTM parameters infographic: a tagged URL split into utm_source, utm_medium and utm_campaign, a table of six UTM parameters with descriptions and example values, and four rules about case, channels, Google Ads auto-tagging and the URL builder.

Oct 5, 2026

UTM Parameters Infographic: How to Tag Links for GA4

UTM parameters explained: what each tag does, the three to always set, why case matters, how they decide your GA4 channels, and when to use auto-tagging.

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<a href="https://searchinsider.io/infographics/utm-parameters"><img src="https://searchinsider.io/research/utm-parameters/utm-parameters-infographic.png" alt="UTM parameters infographic: a tagged URL split into utm_source, utm_medium and utm_campaign, a table of six UTM parameters with descriptions and example values, and four rules about case, channels, Google Ads auto-tagging and the URL builder." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/utm-parameters">UTM parameters explained infographic</a> by Search Insider.</p>

How do UTM parameters work?

The short answer: UTM parameters are tags you add to a link so Google Analytics knows where a visit came from. Always set source, medium and campaign. Get them wrong and visits land in the wrong channel.

Based on Google Analytics Help.

What it shows

utm_source, utm_medium and utm_campaign: always set these three.
utm_id, utm_term and utm_content are optional.
Values are case sensitive.
GA4's default channels are decided by source and medium.
For Google Ads, use auto-tagging; auto-tagged values win over manual tags.

What to do

Every campaign link: Set source, medium and campaign in lowercase.
Google Ads: Use auto-tagging.

The walkthrough

What are UTM parameters?

UTM parameters are tags added to a URL so Google Analytics can collect campaign data about where visits come from ^[1]. Google says you should always use utm_source, utm_medium and utm_campaign ^[1].

What does each UTM parameter mean?

utm_source is the referrer, such as newsletter; utm_medium is the marketing medium, such as email or cpc; utm_campaign is the product, slogan or promo; utm_id is a campaign ID; utm_term is the paid keyword; utm_content differentiates creatives ^[1]. GA4 also supports utm_source_platform, utm_creative_format and utm_marketing_tactic ^[1].

Are UTM parameters case sensitive?

Yes. Google gives the example that utm_source=google is different from utm_source=Google ^[1].

How do UTMs decide the channel in GA4?

GA4's default channel group uses source and medium. Email traffic needs a source or medium of email, while Paid Search needs a known search site as the source and a paid medium such as cpc ^[2].

Should you use UTMs on Google Ads links?

Google recommends Google Ads auto-tagging, which adds a GCLID parameter, over manual tagging ^[3]. If both are used, the auto-tagged values are used for source and medium ^[4].

How do you build a UTM link?

Google's Campaign URL Builder creates tagged links for websites ^[1].

Sources

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