Which UTM parameters are required?

Source, medium and campaign. Term and content are optional and mostly used for paid search keywords and A/B variants.

Should UTMs be lowercase?

Yes. GA4 is case-sensitive, so mixed casing splits one campaign across several rows in your reports.

They can create duplicate URLs if crawled. Use a canonical tag pointing at the clean URL, and avoid UTMs on internal links.

Tag campaigns consistently, so your reports are readable.

Casing

Destination URL

Campaign sourceutm_source

Where the click comes from: google, newsletter, instagram.

Campaign mediumutm_medium

The channel type: cpc, email, social, referral.

Campaign nameutm_campaign

The campaign this link belongs to: spring-sale, launch-q3.

Campaign termutm_termoptional

Optional. The paid-search keyword you bid on.

Campaign contentutm_contentoptional

Optional. Separates two links in the same email or ad: hero-cta, footer-link.

Advanced options

Campaign IDutm_idoptional

Optional. Matches this link to a Google Ads campaign ID for cross-platform reporting.

https://scult.in/tools?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launch

Parameters applied

GA4 preview

Source

newsletter

Medium

Campaign

spring-launch

Term

(not set)

Content

(not set)

Quality score

100

out of 100

Link ready to copy3parametersnormalisedcasing88charactersAssembled in your browser — the preset stays on this device

Pro tip: save your source and medium as a template so every campaign link follows the same GA4 naming convention.