How To Build Utm Links
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What UTMs are
UTM stands for “Urchin Tracking Module” — Urchin was the analytics company Google bought in 2005, the bones of which became Google Analytics. The parameters are just query-string keys; any analytics tool that reads URLs can pick them up.
The five parameters
A tagged link looks like:
Naming rules that save hours later
Three rules prevent 90% of taxonomy drift.
Only tag external links
A minimal taxonomy:
GA4 differences from Universal Analytics
GA4 reads the same five parameters, but it also understands two newer ones Google introduced in 2023:
URL-encoding UTM values
GA4 also resets the session on new source/medium by default, where UA had a 30-minute window. If you need UA-style behavior, adjust the session timeout in Admin.
UTMs and multi-touch attribution
A 301 or 302 redirect preserves query parameters by default in every compliant server. Link shorteners (bit.ly, rebrand.ly) also pass UTMs through. The one place UTMs get stripped is aggressive privacy browsers and some email apps — but the parameters are passed along to the landing page in almost every real-world case.