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UTM parameters are query string tags appended to a URL that tell Google Analytics 4 where traffic came from. When a visitor clicks a link with UTM parameters, GA4 records them as campaign dimensions. The three required parameters are utm_source (who sent the traffic), utm_medium (the channel), and optionally utm_campaign (the specific initiative). All values are URL-encoded automatically so spaces and special characters are handled correctly.
Yes. GA4 treats utm_source=Google and utm_source=google as two separate sources. Use consistent lowercase naming across all your campaigns to keep reports clean.
Not directly. Search engines typically canonicalize UTM-tagged URLs back to the clean version. However, avoid using UTM parameters in internal links — it resets session attribution and inflates campaign stats.
utm_term is for paid keyword campaigns (e.g. Google Ads) to identify which search query triggered the ad. utm_content is for A/B testing different creatives — use it to distinguish two versions of the same ad or two different links in the same email.
GA4 uses utm_medium to categorize traffic into channels. "cpc" and "ppc" map to the Paid Search channel; "email" maps to Email; "social" maps to Organic Social. GA4 has a default channel grouping table — using the standard medium values ensures your traffic lands in the correct channel automatically.