FAQ

FAQ

Which UTM parameters are required?

For GA4 attribution use utm_source, utm_medium and utm_campaign on every link. utm_term, utm_content and utm_id are optional.

Why lowercase everything?

Analytics values are case-sensitive: Facebook and facebook are reported as different sources. Lowercasing every value is the simplest way to stay consistent across a team.

Should I tag internal links on my own site?

No. UTM parameters on internal links start a new session and overwrite the original source, so the real channel is lost.

What medium should I use?

Use the values GA4 maps to channels: cpc for paid search, email, social (or paid_social style values via campaign naming), referral, display, affiliate. Custom mediums end up in Unassigned.

Can UTM tags hurt SEO?

Tagged URLs can be crawled as duplicates if they are linked publicly. Use a canonical tag on the landing page; never put UTM tags in your sitemap or internal navigation.