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.
On this page
A UTM example is an ordinary URL with utm_source, utm_medium and utm_campaign added after a question mark, such as Google's own www.example.com/?utm_source=summer-mailer&utm_medium=email&utm_campaign=summer-sale. Google's URL builder page (opens in a new tab) says to always use those three. Pick the medium from Google's channel rules (opens in a new tab), write every value in lowercase, and use the same source name for a platform every time. The examples below are on example.com and show the channel each one lands in.
The parts of every example
Google's URL builder page (opens in a new tab) defines the parameters: utm_source is the referrer (for example google, newsletter4, billboard), utm_medium the marketing medium (cpc, banner, email), utm_campaign the product, slogan or promo code (spring_sale), utm_term the paid keyword, and utm_content a way to tell creatives apart, such as two call-to-action links in one email. Separate the parameters from the URL with a question mark, write each as name=value, and join the pairs with ampersands; the order does not matter. Values are case sensitive, so utm_source=google and utm_source=Google are different sources, and missing parameters show as (not set). The UTM parameters reference covers each field in detail.
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Google's channel rules (opens in a new tab) put a session in Email when the source or the medium is email (or e-mail, e_mail, e mail). Google's own examples:
www.example.com/?utm_source=summer-mailer&utm_medium=email&utm_campaign=summer-sale
www.example.com/?utm_source=newsletter1&utm_medium=email&utm_campaign=summer-sale&utm_content=toplink
The second one, from Google's URL builder page (opens in a new tab), adds utm_content=toplink to tell one link in the message from another. A medium such as newsletter is not in the Email rule; the UTM parameters reference notes that it leaves the session in Unassigned unless a source or campaign rule catches it.
Paid social
Google's channel rules (opens in a new tab) assign Paid Social when the source is on Google's list of social sites and the medium matches ^(.*cp.*|ppc|retargeting|paid.*)$, which covers cpc, ppc, retargeting and anything starting with paid. Google's definition describes the channel as ads on social sites like Facebook and Twitter.
www.example.com/?utm_source=facebook&utm_medium=paid-social&utm_campaign=spring-sale&utm_content=carousel-a
www.example.com/?utm_source=linkedin&utm_medium=cpc&utm_campaign=spring-sale
The same paid medium with a source that is not on any of Google's lists lands in Paid Other.
Paid search
Paid Search needs a source on Google's list of search sites and the same paid medium. Google's channel definitions (opens in a new tab) describe it as ads on search-engine sites like Bing, Baidu or Google.
www.example.com/?utm_source=bing&utm_medium=cpc&utm_campaign=spring-sale&utm_term=running-shoes
For Google Ads, do not tag by hand. Google's auto-tagging page (opens in a new tab) recommends auto-tagging, and when manual tags and auto-tagging are used together, source, medium and the other traffic-classification dimensions use the auto-tagged values anyway.
Organic social, referral, affiliates and SMS
Google's channel rules (opens in a new tab) cover these channels by medium:
| Channel | Medium that lands there | Example |
|---|---|---|
| Organic Social | social, social-network, social-media, sm, social network, social media (or a source on the social list) |
?utm_source=linkedin&utm_medium=social&utm_campaign=spring-sale |
| Referral | referral, app or link |
?utm_source=exampleblog&utm_medium=referral&utm_campaign=summer-sale |
| Affiliates | affiliate |
?utm_source=partner-site&utm_medium=affiliate&utm_campaign=spring-sale |
| SMS | sms (source or medium) |
?utm_source=sms&utm_medium=sms&utm_campaign=spring-sale |
The Referral row uses Google's own example from the URL builder page (opens in a new tab). Channel definitions are not case sensitive, but your reports still split Social and social into two medium values, because the parameter values themselves are.
QR codes, print and offline
Google's rules have no medium for QR codes or print. The GA4 default channel group guide notes that a medium such as qr, print or partner appears in none of the rows, so a link carrying it shows as Unassigned until you change the medium or add a custom channel. That can be acceptable if you would rather see print traffic separately than mix it into another channel:
www.example.com/?utm_source=flyer&utm_medium=qr&utm_campaign=spring-sale
Google's channel definitions (opens in a new tab) cannot be edited, so a dedicated print channel needs a custom channel group. Google's URL builder page (opens in a new tab) uses billboard as one of its utm_source examples.
Rules the examples follow
Google's URL builder page (opens in a new tab) lists the naming practices behind consistent examples:
- One unique
utm_sourceper platform, and a distinct value per sub-platform, such asfbfor Facebook andinstafor Instagram. - One unique
utm_mediumper channel, for examplepaid_socialandorganic_search. - One campaign name that matches the exact campaign, so a single effort does not split into several rows.
- A strict, case-sensitive convention:
SpringSaleandSpring_Saleare different values, and lowercase is the standard practice.
The UTM builder has options for lowercase values and for replacing spaces with hyphens, since spaces turn into %20 or + in links. Use UTM parameters on links that bring people to your site from elsewhere, not on internal links. Source vs medium explains which value goes where, and the campaign link preflight checklist checks the final link, parameters in the query before any fragment, before you share it.
Build yours
Open the UTM builder, pick a quick-fill preset such as Meta ads, LinkedIn post or Newsletter, and enter the campaign name you use everywhere else. It runs in your browser without signup.
Sources
Tools for this
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Free UTM builder
Build a link with your campaign parameters.
Frequently asked questions
Should utm_source be the platform or the account name?
The platform. Google describes utm_source as the referrer and recommends one unique source for each platform, with a distinct value for each sub-platform, such as fb for Facebook and insta for Instagram.
Can I use the same campaign name across channels?
Yes, and Google recommends it: use one name that matches the exact campaign, so one marketing effort does not split into several rows. Choose the source and medium separately for each placement.
Where do UTM values show up in GA4?
In Acquisition, Traffic acquisition, as session source, medium, source/medium and campaign. GA4 leaves UTM parameters out of the Landing page + query string and Page path + query string dimensions and records them in Page location.
Build a campaign link
Create a UTM link with the free builder. No account needed.