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

By adding utm campaign parameters to the destination URLs you use in referral links and ad campaigns, you can view 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.

On this page

• Add utm parameters to URL
• URL builders
• View custom-campaign data

Add utm parameters to URL

You can add the following parameters to your destination URLs:

• utm_id : Campaign ID. Used to identify a specific campaign or promotion. This is a required key for GA4 data import . 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_source_platform : The platform responsible for directing traffic to a given Analytics property (such as a buying platform that sets budgets and targeting criteria or a platform that manages organic traffic data). For example: Search Ads 360 or Display & Video 360.
• utm_term : Paid keyword
• 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_creative_format : Type of creative, for example: display, native, video, search

  • Note: utm_creative_format isn't currently reported in Google Analytics 4 properties.

• utm_marketing_tactic : Targeting criteria applied to a campaign, for example: remarketing, prospecting
  • Note: utm_marketing_tactic isn't currently reported in Google Analytics 4 properties.

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:

https://www.example.com/?utm_source=summer-mailer&utm_medium=email&utm_campaign=summer-sale

Learn more about URL builders: Collect campaign data with custom URLs .

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:

• Links to websites: Use the Campaign URL Builder .
• Android-app ads: Use the Play Campaign URL Builder .

You must use Google Analytics for Firebase SDK, but you don't need to make 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:

https://www.example.com/ ?utm_source=email_campaign &utm_medium=email &utm_campaign=summer-sale

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 .

View custom campaign data

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