When auto-tagging is enabled on Google Ads, Google Analytics can automatically track campaign details, such as campaign name, keywords, and costs. For other platforms, we need to manually provide the details for Google Analytics to ensure that you get the most detailed reporting data from your campaigns.

By using UTM tags in your links, you can capture campaign data that refer traffic to your site. Google Analytics can then show the performance of those campaigns, allowing advertisers to attribute specific goals or eCommerce values to campaigns, platforms, and even specific keywords and ads. In order to do this effectively, it is important to understand the different parameters that can be used and how to fill them accurately.

Here's a breakdown of the 5 parameters that Google Analytics recognizes:

  • Campaign Source: (Required) The platform or vendor where the traffic originates, like Facebook, Google, or your email newsletter. In marketing terms, this is "where" your visitor saw your message.

  • Campaign Medium: (Required) The advertising or marketing medium, like paid, cpc, social, email, affiliate, or referral. In marketing terms, this is "how" your message was delivered to your visitor.

  • Campaign Name: (Required) The individual campaign name, slogan, promo code, or specific product promotion. To see the current campaign names being tracked on Google Analytics, navigate to Acquisition → Campaigns → All Campaigns.

  • Campaign Term: (Optional) To track keywords or identify aspects of your audience used in paid search or display campaigns.

  • Campaign Content: (Optional) A useful metric to indicate the specific ad in a campaign. It can also be used for A/B testing ads that pass the same details and used to differentiate links that point to the same URL from the same source.

Example URL with parameters:


UTM Parameter

Acceptable Value



google, facebook, twitter, linkedin



cpc, cpm, paid, organic, social, email, referral, affiliate



enter the name you have given to your campaign in facebook or google to better match reports



keyword, keyword+or+phrase,



banner, video, left, carousel, imagelink, logolink, signaturelink


Some good rules to follow are:

  • Google Analytics reads Facebook and facebook differently. Since Google Analytics defaults its own data to lower case, make sure to follow consistent nomenclature and use lowercase as well.

  • Stay consistent with your naming to ensure reporting consistency. If you use facebook as a source in one campaign, don't use Facebook, FaceBook, FB, fb, fbook, or any other variant in other campaigns.

  • Using + symbol instead of spaces allows Google Analytics to display the term better. If you put spaces in, then "video 2" would be shown as "video%202" and "spring promotion 2021" would show as "spring%20promotion%202021" so use "video+2" and "spring+promotion+2021" instead.

  • Make sure to match the Facebook campaign name is an exact match in the utm_campaign including any capital letters. This ensures accurate tracking on Google Analytics.

Find the Google UTM builder here:

Or use our own Excel spreadsheet:

(You'll need to enable Macros)

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