UTM reference
UTM parameters, naming conventions and GA4 attribution.
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(not set) in GA4 source, medium and campaign: what it means and how to fix it
Why GA4 shows (not set) for session source, medium, campaign and Google Ads dimensions, what Google lists as the causes, and the link-side fixes.
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Unassigned traffic in GA4: find the UTM value that caused it and fix the link
Unassigned in GA4 means the source, medium and campaign matched no channel rule. Find the link that caused it and the exact medium value that fixes it.
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UTM examples by channel: copy-ready links for email, paid social, paid search, QR codes and print
UTM link examples for email, paid social, paid search, organic social, referral, SMS, QR and print, with the GA4 channel each medium lands in.
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UTM parameters reference: utm_source, utm_medium, utm_campaign, utm_content, utm_term and the GA4-only fields
Every UTM parameter on one page: what it answers, whether it is required, example values, the GA4 dimension it fills and the channel effect of the medium.
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What is UTM tracking? UTM links and the five parameters, explained with one example
UTM tracking adds named parameters to a link so Google Analytics can report where a visit came from. The parameters, one worked link, where the data shows up.
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Which GA4 channel does your utm_medium land in? Default channel group rules, by medium
Google's GA4 default channel rules read from the utm_medium side: which values land in Email, Paid Search, Organic Social, Display or Unassigned.
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Campaign-link preflight checklist: review the exact link before sharing
Check the destination, campaign values and actual shared link, then record pass or hold before releasing your campaign.
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UTM naming conventions: a practical worksheet for your team
Agree your UTM values, copy a naming dictionary and campaign worksheet, then build one consistent link with your team.
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UTM source vs medium: choose the values for your next campaign link
Choose a referrer for UTM source and a marketing medium for UTM medium, with newsletter, organic social and partner examples.
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How to track UTM campaigns in Google Analytics 4
Find tagged campaign traffic in GA4, distinguish session from first-user attribution, and check missing or split UTM values.