What UTM parameters are
UTM parameters are tags added to the end of a link, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=autumn-2026. Visitors barely notice them, but Google Analytics 4 uses them to know where each visitor came from. Without tags, newsletter visits often show up as "direct", and visits from a flyer QR code can't be identified at all.
The five parameters and when to use them
- utm_source: the source, e.g. facebook, instagram, newsletter, flyer.
- utm_medium: the type of channel, e.g. social, email, qr, cpc (paid click).
- utm_campaign: the promotion name, e.g. autumn-2026 or salon-opening.
- utm_term: the keyword, mostly for paid ads outside Google.
- utm_content: tells apart two links in the same campaign, e.g. top-button and bottom-button.
Rules for clean Analytics data
- Always use lowercase. Analytics treats "Facebook" and "facebook" as two different sources.
- Use the same names every time. Agree on a list (e.g. always "newsletter", never "mail" or "bulletin") and stick to it.
- Don't tag internal links on your own website. It breaks the session and distorts your reports.
- Google Ads doesn't need UTMs. Turn on auto-tagging in Google Ads and link it to Analytics. Manual tags are for Facebook, Instagram, newsletters, print and partners.
Where to see the results
In Google Analytics 4, open Reports → Acquisition → Traffic acquisition and choose the dimension "Session source / medium" or "Session campaign". If you have key events set up (enquiry, call, WhatsApp click), you will also see how many enquiries each campaign brought.
Frequently asked questions
Do UTM parameters affect Google rankings?
No. They are only used for tracking. Google ignores them on external links when ranking pages.
Do I need UTMs for Google Ads?
Usually not. Google Ads has auto-tagging, which is more precise. Use UTMs for all your other channels.
The link is too long for a flyer. What now?
Create a QR code (button in the tool) or shorten the link with a redirect on your own domain, e.g. mybusiness.com/flyer.
Does the tool send my links anywhere?
No. The link is built in your browser.
Updated: November 2026 · Supremio Digital, Zagreb
