This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] URL builders: Collect campaign data with custom URLs

Add parameters to URLs to identify the campaigns that refer traffic

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_term is 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_content is 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 utm_source, utm_medium, and utm_campaign.

URL builders

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.

Important: If you are advertising an Android app, use the Google Play URL Builder. If you are advertising an iOS app, use the iOS Campaign Tracking URL Builder. Otherwise, you should use the Google Analytics Campaign URL Builder.

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 utm_source=Google.

Example URLs


See custom campaign data

You can see Session source/medium, Session medium, Session source, and Session campaign in the Acquisition > Traffic acquisition report.

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