Know which links actually bring people in.

Short labels added to the end of a link - like ?utm_source=facebook&utm_medium=paid_social. When someone clicks it, Google Analytics records where they came from, so you can see which posts, ads and emails actually bring visitors and leads.

Source (where the link is shared, like facebook or newsletter), medium (the kind of traffic, like social, paid_social or email) and campaign (what you are promoting). Term and content are optional - use content to tell apart two links in the same campaign, like two ad designs.

GA4 sorts visits into channels using the source and medium. If it doesn’t recognize them - say, a medium of fb-ads - the visits land in Unassigned. Stick to mediums GA4 knows, like cpc, paid_social, social, email or referral. The builder shows which channel your link will land in.

Yes. GA4 treats Facebook and facebook as two different sources, which splits your reports. Keep the clean-up option on to lowercase everything and swap spaces for dashes.

Usually not. Google Ads tags links automatically with auto-tagging, which gives GA4 more detail than UTM tags can. Only add them if auto-tagging is turned off.

No - only on links that bring people in from elsewhere. A UTM link between your own pages starts a new session and overwrites where the visitor really came from.

No. The link is built in your browser - nothing you enter is sent to us or saved.