Here are some ways to ensure your UTM parameters are functioning:
1. Only Use Supported Parameters
GA4 only recognises specific UTM parameters, so it’s crucial to stick to those it supports. The valid parameters include:
- utm_id
- utm_source
- utm_medium
- utm_campaign
Using non-standard UTM parameters will result in gaps in your data.
2. Make Sure Parameters Follow Channel Rules
For Google’s default channel groups, your UTM parameters need to follow specific rules. Avoid using non-standard mediums like ‘lkd-ad’ in your URL. Instead, use ‘paid’ as the medium so the traffic is grouped under the ‘paid social’ channel. Incorrectly tagged traffic may end up as ‘unassigned’ in your reports.
3. Create a Custom Channel Grouping
To allow you to tailor your UTMs to your own channels, create a custom channel grouping
4. Use the Correct Format
UTM parameters need to be correctly formatted, both in terms of naming and structure. GA4 is case-sensitive and recognises ‘utm_source’ but not ‘utm-source’. Additionally, any spelling errors, such as ‘utm_medum’, can lead to the parameter not working. Using the Google Analytics Campaign URL Builder tool can help you avoid such mistakes.
5. Ensure GTM Can Capture Parameters
Sometimes, even if you see UTM parameters in your browser’s address bar, GA4 may not capture them. This can happen for several reasons:
- GA4 Google Tag fires after the page with the UTM parameters has already loaded.
- The GA4 tracking code is incorrect or fails to fire.
- The web server changes or shortens the parameters.
- GA4 tracking code is embedded in an IFRAME, and the IFRAME isn’t a parent frame.
- URL redirects cause the parameters to be dropped.
Also make sure your GTM setup is capturing these parameters correctly to avoid missing out on valuable data.
6. Append Parameters Correctly
Always ensure parameters are correct. Even a small mistake in how these parameters are added can result in them not being recognised by GA4.
7. Avoid Tagging Internal Links
Tagging internal links with UTM parameters in GA4 can lead to significant tracking issues. If a user clicks an internal link with UTM parameters, it might overwrite the original source/medium data, causing misattribution in your reports. GA4 does not accommodate internal link tagging, so it’s best to avoid this practice altogether.
8. Server-Side GTM Events
If you’re using server-side GTM, remember that UTM parameters aren’t automatically sent with events. You need to capture these parameters client-side first and then pass them to your server. This ensures that your UTM data is transmitted correctly and consistently.
By addressing these common issues, you can ensure that your parameters work seamlessly.
You can also message us directly if you have any questions about GA4.
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