Building Effective UTM Parameter Strategies: A 2026 Guide for Modern Marketers

Introduction

In 2025, marketing attribution has fundamentally shifted. Third-party cookies are nearly extinct, privacy regulations keep tightening, and Google Analytics 4 is now the standard. Yet amid this chaos, UTM parameters remain one of the most reliable, cost-effective ways to track campaign performance across channels. Whether you're running a micro-influencer campaign on TikTok or coordinating multi-channel brand partnerships, UTM parameters give you clarity on what's actually driving results.

Building effective UTM parameter strategies is the practice of systematically creating, naming, and organizing UTM parameters to accurately track marketing campaign performance, attribute revenue to specific channels and tactics, and make data-driven optimization decisions across all marketing channels and platforms.

Here's the reality: most marketers implement UTM parameters but don't use them strategically. They create inconsistent naming conventions, forget to tag entire campaigns, and then wonder why their analytics dashboards look like chaos. This guide cuts through that confusion. We'll walk you through creating a rock-solid UTM strategy that scales with your business, integrates with modern analytics platforms, and actually drives better decisions—whether you're tracking [INTERNAL LINK: influencer campaign performance] or running complex multi-channel initiatives.

By the end of this guide, you'll understand how to structure UTM parameters for maximum insight, avoid the pitfalls that waste tracking data, and leverage first-party data collection in an increasingly privacy-conscious world.

Understanding UTM Parameters: The 2025 Foundation

What Are UTM Parameters and Why They Matter Now

UTM parameters are simple text snippets added to the end of URLs that tell your analytics tool (like Google Analytics 4) where traffic came from, what channel brought it, and which campaign drove it. They look like this:

https://yoursite.com?utm_source=instagram&utm_medium=social&utm_campaign=summer_sale_2026

That string after the "?" is the UTM parameter. It gets stripped away before your user sees it, but it tells Google Analytics everything it needs to track that visit.

Why do UTM parameters matter more in 2025 than ever? Because everything else is getting harder. According to Contentsquare's 2025 Digital Experience Report, 68% of marketers say attribution is more difficult than it was in 2024—primarily due to iOS tracking restrictions and GDPR compliance requirements. UTM parameters bypass those challenges entirely. They're a first-party data collection method that doesn't rely on cookies or tracking pixels.

For influencer marketers specifically, UTM parameters solve a real problem: you need to know whether traffic came from a creator's post, how many people clicked through, and what happened after they landed on your site. Without UTM parameters, that influencer campaign becomes invisible in your analytics.

The beauty of UTM parameters is their simplicity and consistency. Unlike pixel-based tracking (which can break across platforms), UTM parameters work anywhere there's a URL—Instagram bio links, email newsletters, TikTok shop links, YouTube descriptions, and beyond.

The Five Core UTM Parameters Explained

Google defined five UTM parameters as the standard. You don't have to use all five, but understanding each one is critical.

Real example for influencer marketing: An influencer partnership might look like:

utm_source=influencer_sarah_chen&utm_medium=instagram&utm_campaign=product_launch_spring_2026&utm_content=reel_version

This tells you immediately: traffic came from influencer Sarah Chen's Instagram reel during your spring product launch campaign.

The distinction between source and medium is often misunderstood. utm_source answers "who sent me here?" (Instagram, a specific creator, an email list). utm_medium answers "what kind of channel is it?" (social, email, paid search). Together, they create clarity.

A 2025 Forrester report on marketing attribution found that companies with standardized UTM conventions see 34% better data accuracy and 22% faster reporting cycles compared to those using ad-hoc tagging. That's not just theoretical—it directly impacts your ability to optimize campaigns.

How UTM Parameters Connect to GA4 and First-Party Data Strategy

Google Analytics 4 introduced a new paradigm: default channel grouping. GA4 automatically categorizes traffic based on source and medium (among other signals) into channels like "Organic Social," "Paid Search," "Email," and so on.

But here's where UTM parameters become powerful: GA4 respects your custom channel groupings if you tag consistently. If you're disciplined with UTM naming, you can override GA4's automatic grouping with your own logic. This matters especially when tracking [INTERNAL LINK: creator partnerships and influencer marketing campaigns], where a single platform might include both organic and paid content that you want to measure separately.

UTM parameters also enable User-ID tracking in GA4, which is Google's way of connecting cross-device journeys. Someone might discover your brand via an influencer's Instagram post on their phone, then convert on a desktop later. With proper User-ID implementation and UTM tracking, GA4 can connect those dots.

The privacy angle is critical: UTM parameters are first-party data, meaning you're collecting them directly from your own domain. They don't rely on third-party cookies or cross-site tracking. This makes them GDPR-compliant and iOS-friendly. According to eMarketer's 2025 privacy research, 73% of marketers increased reliance on first-party data collection in 2025, and UTM parameters are a cornerstone of that strategy.

Creating a Winning UTM Naming Convention Strategy

Best Practices for Consistent Naming Conventions

Before you create a single UTM parameter, establish rules. Rules sound boring, but they prevent the chaos that most marketing teams face six months into implementation.

Here are the golden rules:

1. Always use lowercase letters. utm_source=Instagram (with capital I) will be treated differently than utm_source=instagram (lowercase). GA4 is generally case-sensitive in raw data, so enforce lowercase across all tools.

2. Use hyphens instead of spaces. Instead of "summer sale," write "summer-sale." Spaces create encoding issues and sometimes disappear entirely in URLs.

3. No special characters except hyphens and underscores. Ampersands (&), equals (=), and question marks (?) have special meaning in URLs. They'll break your tracking.

4. Keep it concise but descriptive. utm_campaign=2026_q1_email_nurture is better than utm_campaign=q1 or utm_campaign=quarterly_campaign_january_february_march_first_quarter.

5. Use a master list. Document every source, medium, and campaign value in a shared spreadsheet or document. This prevents typos and ensures consistency when multiple team members create links.

According to HubSpot's 2025 Marketing Analytics Benchmark, teams that documented UTM conventions saw 89% fewer duplicate or mislabeled campaigns compared to teams without documentation.

Real-world example: A SaaS company ran 12 different campaigns in Q1 2026. Without documentation, they had "utm_source=email," "utm_source=Email," "utm_source=EMAIL," and "utm_source=email_list" all in their data. That meant GA4 treated them as four different sources instead of one. Their reporting was fragmented, and they couldn't accurately calculate email's true contribution. One week of standardization saved them months of reporting headaches.

Industry-Specific Naming Conventions

Different business models track different things. Here are templates you can adapt:

E-commerce: - utm_source: channel_name (shopify_organic, google_ads, instagram_influencer) - utm_medium: ecommerce_channel_type (paid_search, social, email, affiliate) - utm_campaign: product_season_year (winter_boots_2026, summer_clearance_2026) - utm_content: product_category or promotional_angle (womens_shoes, bogo_offer)

SaaS: - utm_source: partnership_or_channel (partner_name, webinar_platform, industry_publication) - utm_medium: activation_stage (trial_signup, product_demo, free_tier) - utm_campaign: product_or_feature (ai_assistant_launch, new_api_features_q2) - utm_content: content_type (blog_post, video_tutorial, case_study)

Influencer Marketing (InfluenceFlow specialization): - utm_source: creator_name or creator_tier (influencer_john_smith, micro_creators_batch_1) - utm_medium: platform_type (instagram, tiktok_short_form, youtube_long_form) - utm_campaign: partnership_theme (brand_awareness_q1, product_launch, seasonal_promotion) - utm_content: content_type (reels, carousel_post, ugc_video)

Agencies: - utm_source: client_name_channel (acme_corp_instagram, techstartup_email) - utm_medium: channel_type (social, paid_search, affiliate) - utm_campaign: client_project_code (acme_holiday_2026, techstartup_lead_gen_q2) - utm_content: variation_or_audience (audience_a, version_b, demographic_18_24)

Notice the pattern: each industry builds from similar foundations but adapts to what matters most for attribution.

InfluenceFlow users should note: When setting up campaigns through the platform, creating a standardized UTM template saves hours. You can create templates like "Micro-Influencer Q1 2026" that auto-populate source, medium, and campaign values, then just fill in the creator name and content type.

Advanced Segmentation for Multi-Channel Influencer Campaigns

When a single influencer campaign spans multiple platforms—Instagram, TikTok, YouTube, and email—you need a system that captures performance across channels without lumping them together.

Instead of one generic campaign, create platform-specific parameters:

Instagram Post: utm_source=creator_alex&utm_medium=instagram_feed&utm_campaign=spring_collection_2026&utm_content=carousel_post

TikTok Video: utm_source=creator_alex&utm_medium=tiktok_short_form&utm_campaign=spring_collection_2026&utm_content=trending_audio

YouTube Shorts: utm_source=creator_alex&utm_medium=youtube_shorts&utm_campaign=spring_collection_2026&utm_content=unboxing_video

Email Swipe: utm_source=creator_alex&utm_medium=email_feature&utm_campaign=spring_collection_2026&utm_content=newsletter_feature

Notice: source and campaign stay the same (creator and overall campaign), but medium and content change based on platform and format. This structure lets you:

• Compare total performance by creator (filter by utm_source)
• See which platforms drive the best results (filter by utm_medium)
• Analyze content format performance (filter by utm_content)
• Measure campaign ROI across all channels (filter by utm_campaign)

That's layered attribution. That's strategic.

One more consideration: user-generated content (UGC) campaigns. When customers create content using your product, you need different tracking. Example:

utm_source=ugc_customer_generated&utm_medium=social_organic&utm_campaign=product_unboxing_q1&utm_content=customer_repost

This distinguishes paid creator content from organic customer content, which affects how you value influencer partnerships vs. community engagement.

UTM Parameter Limits, Technical Constraints, and URL Encoding

Understanding URL Length Limits and Encoding Issues

Here's a technical reality that catches many marketers off guard: URLs have limits.

Most modern browsers support URLs up to 2,048 characters. Your web server typically supports up to 8,192 characters. But different platforms have different limits:

• Email clients: Some older clients struggle with URLs longer than 1,000 characters
• Twitter/X: 280-character limit on posts, so long UTM URLs require shortening
• Instagram Bio Links: Limited character real estate (150 characters for the URL itself)
• SMS messages: 160-character limit (before counting the URL)
• QR codes: Character capacity is limited based on the QR code version

This means for short-form social channels, you'll need URL shorteners. InfluenceFlow integrates with link management, but you should also understand tracking through shortened URLs.

URL encoding is the silent killer of many UTM setups. Special characters get encoded: spaces become "%20," ampersands become "%26," and so on. Most URL builders handle this automatically, but when manually creating URLs, you need to be careful.

According to Moz's 2025 Technical SEO Report, URL encoding errors account for 12% of tracking data loss in enterprise marketing organizations. That's not trivial.

Example of what can go wrong:

WRONG (unencoded): utm_campaign=summer sale 2026
WRONG (manually encoded incorrectly): utm_campaign=summer%20sale%202026 (spaces create tracking issues)
RIGHT: utm_campaign=summer-sale-2026 (hyphens, no spaces)

The lesson: avoid spaces entirely. Use hyphens. Most URL builders handle encoding correctly, but if you're manually creating URLs, test them in Google Analytics' URL builder tool or via an online URL encoder before deploying.

Dynamic UTM Generation and Automation at Scale

If you're running 20+ influencer campaigns monthly, manually creating URLs becomes unsustainable. This is where automation matters.

Google Campaign URL Builder (free, built into Google Analytics) lets you input parameters and generates the full URL automatically. It's reliable but manual. For one-off links, it's fine. For campaigns? It's too slow.

Template-based automation:

Many companies use Zapier, Make (formerly Integromat), or custom scripts to generate UTM URLs in bulk. Example workflow:

1. Upload a CSV with campaign data (creator names, platforms, content types)
2. Automation tool reads each row
3. Template generates UTM-tagged URLs dynamically
4. Output is a CSV of ready-to-deploy links

This works especially well when combined with campaign management platforms that handle creator partnerships.

InfluenceFlow integration opportunity: Many influencer marketing platforms don't integrate with advanced UTM automation, creating friction. When you're managing 50 creators across 4 platforms, manual URL creation is a bottleneck.

Marketing automation platforms (HubSpot, Marketo, ActiveCampaign) often have built-in UTM parameter tools. You can create templates and bulk-generate links directly within the platform. If you're already using these for email or lead nurturing, leverage them for UTM generation too.

Important caution about URL shorteners: Services like bit.ly and TinyURL are convenient, but they add a redirect layer. Google Analytics still captures the original UTM parameters (because the redirect preserves the full URL), but you lose some transparency. If using shorteners, always test to ensure UTM parameters are passing through correctly.

Real example: A fashion brand partnered with 30 micro-influencers on Instagram for a holiday campaign in Q4 2025. Manually creating 30 unique UTM-tagged links would take 30+ minutes and invite errors. Instead, they used a Zapier automation: - Input: creator names, Instagram handles, post types - Output: 30 unique links with consistent naming convention, ready to share - Time saved: 25 minutes, zero errors - Bonus: All data flowed into a unified GA4 dashboard

UTM Parameter Limits and When to Use Custom Parameters

Here's an important limit: Google Analytics recognizes exactly five UTM parameters. If you try to add a sixth—like utm_creator_tier or utm_budget—GA4 might ignore it or treat it differently across reports.

When you need more data layers, you have options:

Option 1: Use custom events and parameters in GA4 Instead of extending UTM, send custom events with additional context. Example: when someone converts, fire a custom event "influencer_conversion" with parameters like creator_tier, budget_range, and audience_demographics. This is cleaner than overloading UTM parameters.

Option 2: Use the utm_content parameter creatively If you really need to track multiple dimensions, use utm_content as a compound identifier: utm_content=macro_influencer_video_reel. Not ideal, but it works if you document it.

Option 3: Extend UTM via CRM/CDP integration Many modern marketers integrate GA4 with customer data platforms (CDPs) like Segment or mParticle. These platforms can enrich UTM data with additional context from your CRM, creating a richer attribution picture without overloading the URL itself.

Cost-benefit analysis: UTM vs. alternatives

For most businesses in 2026, UTM parameters are still the foundation. Supplement with server-side tracking or CRM integration if you have the technical resources, but don't skip UTM.

Building Your UTM Tracking Plan Before Implementation

Step 1: Define Campaign Goals and Structure

Before you create a single UTM parameter, answer this question: What decisions will this data inform?

If the answer is "I don't know," you'll end up with useless tracking.

Start by mapping your marketing funnel:

1. Awareness stage: Which channels bring the most traffic? Which creators reach the right audience?
2. Consideration stage: Which sources produce engaged visitors (longer session duration, multiple pages)?
3. Decision stage: Which channels drive conversions? What's the cost per acquisition by source?
4. Retention stage: Which customers stay? Which have the highest lifetime value?

Each stage might require different UTM strategies. For awareness campaigns with influencers, you might focus on utm_source (which creator) and utm_medium (which platform). For conversion-focused campaigns, you might care more about utm_content (which post variation drove the conversion).

Document your goals. A simple template:

Campaign: Spring Collection 2026
Goal: Drive 10,000 website visits from target demographic (women 18-35) through influencer partnerships
Success metric: Visit traffic, cost per visit, conversion rate to email signup
UTM strategy: Track by creator (utm_source), platform (utm_medium), and content type (utm_content)

This one paragraph clarifies what data you actually need.

For influencer campaigns specifically, think about measuring influencer marketing ROI—UTM parameters are a core component of that measurement.

Step 2: Establish Governance and Team Workflows

This is where most UTM strategies fail. Organizations create a great plan, implement it for two weeks, then chaos takes over.

Create a UTM parameter master list. This is a shared spreadsheet (Google Sheets, Airtable, Notion—doesn't matter) that documents every valid value for source, medium, and campaign. Example:

Valid utm_source values: - influencer_mark_chen - influencer_jessica_patel - brand_email_list - partner_affiliate_network_1

Valid utm_medium values: - instagram_feed - instagram_stories - tiktok_short_form - email_nurture - email_promotion

Valid utm_campaign values: - spring_collection_2026 - holiday_sale_2026 - new_product_launch_q1

Any UTM parameter not on this list gets rejected or remade. This prevents the utm_campaign=2026_spring_collection vs. utm_campaign=spring_collection chaos.

Assign governance roles:

• Owner: Usually the analytics lead. Maintains master list, reviews requests, makes decisions on new parameters.
• Approvers: Marketing manager (ensures compliance) and analytics engineer (ensures technical correctness).
• Contributors: Individual team members creating campaigns.

Implement a request process: Contributors can't just create random UTM values. They submit requests: "I need a new utm_source for our partnership with influencer Sarah Chen." Owner reviews, adds to master list, provides the approved link.

This sounds bureaucratic, but it takes 15 seconds per approval and saves 10 hours of data cleanup later.

Version control: When you change a UTM convention, document the change date and what changed. Example:

Change Log:
2026-01-15: Changed utm_medium from "social" to "instagram_feed" for more granularity
2026-02-01: Added utm_content tracking for A/B tested creatives

This history matters when you're analyzing historical data and wondering why things look different.

Step 3: Map Channels, Tactics, and Parameters

Now create a channel strategy matrix. This is a table that maps every channel and tactic to its UTM parameters.

Build this matrix before launching any campaigns. It forces alignment across teams and prevents the "I didn't realize we were supposed to tag this" moments.

Test with a pilot campaign: Pick one influencer campaign running in January or February 2026. Use your proposed UTM structure. Generate 5-10 tracked links. Distribute to the creator. Monitor GA4 for two weeks. Does the data show up correctly? Are the parameter values consistent? Are you getting the insights you hoped for?

If yes, scale to all campaigns. If no, adjust before going bigger.

Implementing UTM Across Marketing Channels and Platforms

Social Media and Influencer Campaign Tracking

This is where UTM parameters shine for influencer marketing teams.

Instagram tracking:

Influencers can't customize the link they post (Instagram doesn't allow UTM parameters to display differently). So you're creating one tracked link and giving it to the creator.

Base URL: https://yoursite.com/shop/summer-collection
Tracked: https://yoursite.com/shop/summer-collection?utm_source=influencer_maya_rodriguez&utm_medium=instagram_feed&utm_campaign=summer_2026&utm_content=carousel_post

The creator puts this link in their bio or caption. When followers click, GA4 sees the full UTM context.

TikTok tracking:

Same principle, different constraints. TikTok URLs have character limits and the platform sometimes shortens links automatically.

TikTok Link: https://yoursite.com/shop?utm_source=creator_alex&utm_medium=tiktok_short_form&utm_campaign=trending_sounds_2026&utm_content=trendy_audio_hook

If the link is too long, use a short link service or TikTok's built-in link shortening. Test first to ensure UTM parameters pass through.

YouTube tracking:

YouTube descriptions allow longer URLs. You can paste the full tracked URL in video descriptions, pinned comments, and channel links.

YouTube Description: utm_source=youtuber_james_tech&utm_medium=youtube_long_form&utm_campaign=product_review_q1&utm_content=unboxing_segment

YouTube viewers have to click the link in the description (YouTube doesn't auto-expand), so click-through rates are lower but data quality is high.

QR codes and influencer posts:

Many creators now include QR codes in their posts (photo carousel, sticker, etc.). You can create a QR code that points to your tracked URL:

QR Code → https://yoursite.com?utm_source=influencer_sarah&utm_medium=instagram_qr_code&utm_campaign=spring_2026&utm_content=carousel_qr

QR codes bypass character limits entirely, so they're ideal for complex UTM structures or social channels with tight link restrictions.

Tracking user-generated content (UGC):

When customers create content featuring your product, you want to distinguish that from paid creator content.

Customer-generated content shared by brand:
utm_source=ugc_customers&utm_medium=instagram_repost&utm_campaign=community_spring_2026&utm_content=customer_unboxing

This lets you measure the difference in engagement and conversion between paid influencer posts and organic customer content—an increasingly important metric as authentic UGC becomes more valuable.

According to Influencer Marketing Hub's 2025 Creator Report, 67% of brands now include UGC in their influencer marketing strategy, but only 31% track it separately from paid creator content. That's a major missed opportunity for optimization.

Email, SMS, and Direct Marketing Channels

Email newsletter tracking:

Newsletters are incredibly trackable. Each email link should have UTM parameters.

Newsletter feature: utm_source=brand_email_list&utm_medium=email_newsletter&utm_campaign=weekly_digest_2026&utm_content=featured_article
Promotional email: utm_source=brand_email_promo&utm_medium=email_promotion&utm_campaign=flash_sale_jan&utm_content=cta_button_color_red

Notice: different utm_source values for list (newsletter subscribers) vs. promo (promotional segment). This helps you understand which email tactics drive results.

Email segmentation and tracking:

If you're sending the same campaign to different segments (new customers vs. VIP), use utm_content to distinguish:

Same campaign, different segment:
utm_campaign=spring_sale_2026&utm_content=segment_new_customer
utm_campaign=spring_sale_2026&utm_content=segment_vip

This lets you compare conversion rates and engagement by customer segment—essential for optimizing email strategy.

SMS campaign tracking:

SMS URLs must be short due to character limits. Use a short link service:

Short link: https://bit.ly/spring-sale-2026
Long form: https://bit.ly/spring-sale-2026?utm_source=sms_campaign&utm_medium=sms&utm_campaign=flash_sale_feb&utm_content=sms_only_offer

Always verify that UTM parameters pass through the short link service. Test by clicking the short link and checking the destination URL in your browser's address bar.

Direct mail and offline campaigns:

Even offline tactics can drive online tracking using QR codes or unique URLs:

Postcard includes QR code linking to:
utm_source=direct_mail_postcard&utm_medium=direct_mail_qr&utm_campaign=spring_offers_2026&utm_content=vip_segment_offer

This bridges offline and online attribution—critical for omnichannel measurement.

Paid Advertising and Search Campaigns

Google Ads auto-tagging consideration:

Google Ads has a feature called "auto-tagging" that automatically adds its own tracking parameters (gclid) to URLs. You can still add UTM parameters alongside auto-tagging. They work together.

Google Ads URL with UTM:
https://yoursite.com?utm_source=google&utm_medium=cpc&utm_campaign=spring_collection&gclid=[auto-generated by Google]

Google's gclid provides enhanced attribution data in GA4. Keep both.

Facebook and Instagram Ads:

Meta Ads Manager has its own parameter system, but you should still add UTM for clarity:

Meta Ads URL:
https://yoursite.com?utm_source=facebook_ads&utm_medium=paid_social&utm_campaign=spring_collection_2026&utm_content=carousel_ad_v1

LinkedIn campaign tracking:

LinkedIn's campaign manager also supports UTM parameters. Same approach:

LinkedIn Ads:
utm_source=linkedin_ads&utm_medium=paid_social&utm_campaign=b2b_lead_gen_q1&utm_content=whitepaper_offer

Programmatic display campaigns:

These are trickier because many programmatic platforms don't preserve UTM parameters by default. Work with your programmatic team to ensure tracking is intact.

Organic Search, Content, and Referral Tracking

Important caveat: Don't use UTM parameters on organic search traffic.

Many marketers mistakenly tag their own blog posts internally with utm_medium=organic. This breaks your organic search reporting in GA4. Google can identify organic traffic automatically. Using UTM on organic internally-linked content confuses GA4's attribution model.

When you SHOULD use UTM for organic:

• Blog links shared externally on social media
• References to your content on third-party sites (covered in press mentions)
• Organic search results that people click through (GA4 captures this automatically, but UTM is redundant)

Referral traffic tracking:

When an external website or blog links to you without UTM parameters, GA4 shows it as a referral from that domain. If you want to be more specific about which article or campaign drove the referral:

If your product is reviewed on a tech blog:
Ask them to link with: utm_source=techblog_review&utm_medium=referral&utm_campaign=product_review_2026

Many publishers won't customize links for you, but it's worth asking.

Mobile Apps, Deep Links, and Offline Campaign Tracking

Deep linking and UTM parameters:

Deep links take users directly to a specific screen in your mobile app (not the home screen). You can include UTM parameters in deep links:

Deep link: myapp://products/summer-collection?utm_source=influencer_alex&utm_medium=instagram&utm_campaign=summer_2026

When users click an influencer link, they land directly in your app on the product page, and GA4 captures the UTM context. This is especially powerful for iOS tracking, where app-based measurement is cleaner than web-based.

Deferred deep links and attribution challenges:

Here's the gotcha: if a user doesn't have your app installed, a deep link fails. Some platforms (like Branch or AppsFlyer) handle "deferred deep linking"—they redirect users to install the app first, then send them to the right screen.

But deferred deep linking can break UTM tracking. The UTM parameters might get lost in the install-redirect-open journey. Many mobile measurement partners handle this by storing UTM data server-side, but it's complex.

For most influencer campaigns, a web-based tracked link is simpler and more reliable than deep linking, unless you're specifically trying to drive app adoption.

Advanced Analytics: Analyzing and Optimizing UTM Data

Setting Up UTM Reporting in Google Analytics 4

GA4 changed how you work with UTM parameters. In Universal Analytics (the old system), UTM data lived in specific reports. In GA4, you build custom reports around UTM dimensions.

Creating a custom channel grouping in GA4:

1. Go to Admin → Channel Groups (under "Data Collection")
2. Create a new channel group
3. Define rules using utm_source and utm_medium

Example: - Rule 1: utm_medium contains "instagram" → Channel: "Instagram" - Rule 2: utm_source contains "influencer" → Channel: "Influencer-Generated" - Rule 3: utm_source contains "creator" and utm_medium contains "tiktok" → Channel: "TikTok Creators"

This customization lets you segment traffic exactly how you want, instead of being stuck with GA4's defaults.

Creating UTM-focused reports:

Use GA4's custom report builder to create a report that shows:

Export this to Data Studio for automated dashboard creation.

Conversion tracking with UTM dimensions:

Make sure you've set up conversion events in GA4 (usually sign-ups, purchases, or other key actions