UTM Parameters in Google Analytics 4

UTM parameters are short text codes you add to a URL to track the performance of marketing campaigns in Google Analytics 4. By tagging your links with parameters for source, medium, and campaign, you can accurately measure which emails, social media posts, or ads are most effective at driving traffic and conversions on your website.

The major discussion around this revolves around using GA4 as a source of truth for your marketing campaign performance.  So far this has not been a good strategy as source/medium data is completely reliant upon the implementation of UTM parameters.  If there are flaws in cross domain implementation or unexpected page redirects; the UTM parameters on your ad links can be stripped off.  If you are seeing inconsistent data in GA4 compared to native data in your ad platforms, loss of your UTM’s may be the source of the problem.

For more information on UTM parameters and GA4 please see the following article from Analytics Mania