By adding campaign parameters to the destination URLs you use in referral links and ad campaigns, you can see which campaigns refer traffic. When a user clicks a referral link, the URL parameters are sent to Analytics and the parameter values are visible in the Traffic acquisition report.In this article:
You can add the following parameters to your URLs:
utm_id: Campaign ID. Use the same IDs that you use when uploading campaign cost data.
utm_source: Referrer, for example: google, newsletter4, billboard
utm_medium: Marketing medium, for example: cpc, banner, email
utm_campaign: Product, slogan, promo code, for example, spring_sale
utm_term: Paid keyword
utm_termis not currently reported in Google Analytics 4 properties.
utm_content: Use to differentiate creatives. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
utm_contentis not currently reported in Google Analytics 4 properties.
Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.
For example, you might use the following parameter-value pairs for your Summer Sale campaign:
utm_source= summer-mailer to identify traffic that results from your Summer Sale email campaign
utm_medium= email to identify traffic from the email campaign vs. the in-app campaign
utm_campaign= summer-sale to identify the overall campaign
If you used these parameters, your custom campaign URL would be:
When you add parameters to a URL, you should always use
You can add parameters and values to your URLs manually, or you can use one of the following platform-specific URL-builder tools to create your URLs and append the parameters.
- Links to websites: Use the Campaign URL Builder on the Google Analytics Demos & Tools site.
- Android-app ads: Use the Google Play URL Builder.
You must also have Google Play Campaign Attribution set up in your SDK. If you didn’t complete this during your initial set up, use our Developer Guide to learn how to implement Google Play Attribution in your Android SDK.
- iOS- app ads: Use the iOS Campaign Tracking URL Builder.
You must be using Analytics iOS SDK v3 or higher, but you don’t have to make any changes in the SDK for this feature to work.
Manual set up
If you want to set up your custom campaigns manually, make sure you separate the parameters from the URL with a question mark. List the parameters and values as pairs separated by an equal sign. Separate each parameter-value pair with an ampersand. For example:
You can add parameters to a URL in any order. Parameter values are case sensitive, e.g.
utm_source=google is different from
See custom campaign data
You can see Session source/medium, Session medium, Session source, and Session campaign in the Acquisition > Traffic acquisition report.