UTM Link Builder

• Be consistent. Reports can treat Facebook, facebook and fb as separate values. Pick one spelling for each and write it down. The clean-up option lowercases and removes spaces for you.
• Source is the specific place: google, facebook, newsletter, flyer.
• Medium is the type of channel: organic, social, email, cpc, sms, print.
• Campaign is the promotion with a date or season so you can find it later: spring_tuneup_2026.
• Content separates links inside one campaign: gbp_post, bio, button_top.
• Avoid spaces, capital letters, personal data and anything you would not want visible in the address bar. UTM tags are public to anyone who sees the link.

UTM tags are for links that bring people to your website from somewhere else. Tags on links between your own pages, such as a menu, banner or button, can overwrite the original source of the visit in your reports, so a customer who found you on Google may later look like they came from your banner. Use event tracking inside your site instead.

Google Analytics 4 sorts traffic into channels using source and medium. Per Google's default channel group documentation, a medium of email is counted as Email, sms as SMS (source or medium), a medium of organic as Organic Search, and mediums that match patterns such as cpc, ppc or paid as paid channels. Other values depend on the source and may land in other groups, so open your reports and check where your first few links appear.

Because a Google Business Profile post tagged google / organic falls under Organic Search, use the campaign and content values to tell it apart from normal search visits. Google changes channel rules over time, so the documentation is the source of truth.