GA4 setup
UTMs and campaigns
Fluxion can only group campaigns cleanly if your UTMs are consistent. Most “campaign mess” is naming inconsistency, not analytics.
The simple rules
- Always use lowercase.
- Use hyphens instead of spaces.
- Pick one naming style and stick to it for months, not days.
- Avoid “misc” and “test” in production links.
Minimum parameters
For most teams, these are enough:
- utm_source: where the click came from (example: newsletter, linkedin).
- utm_medium: the channel type (example: email, paid-social).
- utm_campaign: the campaign name (example: q1-launch, jan-promo).
Add content/term only when you know how you’ll use them.
Build a tagged URL (step-by-step)
- Start with the destination URL (the page you want people to land on).
- Add the three core parameters: utm_source, utm_medium, and utm_campaign. Google recommends using all three whenever you manually tag.
- If you want to avoid typos, use Google’s Campaign URL Builder tool and copy the final URL it generates.
- Paste the tagged URL into your ad/email/link. Don’t tag internal navigation links on your own site.
Example format: ?utm_source=...&utm_medium=...&utm_campaign=...
Where to see UTMs in GA4
Google notes you can view UTM-based campaign values in the Acquisition → Traffic acquisition report.
Look for dimensions like Session source/medium, Session source, Session medium, and Session campaign.
FAQ
What are UTMs?
UTMs are URL parameters (utm_source, utm_medium, utm_campaign) that label where a click came from. They help GA4 and Fluxion group campaign traffic cleanly.
Which UTM parameters do I need at minimum?
For most teams: utm_source, utm_medium, and utm_campaign. Use these consistently before adding optional parameters like utm_content or utm_term.
Should I use UTMs on internal links?
No. Don’t tag internal navigation links on your own site. UTMs are for inbound marketing links so attribution isn’t overwritten mid-session.
Why do my campaigns look fragmented in reports?
The most common cause is inconsistent naming (case changes, spaces vs hyphens, different medium names). Pick one convention and stick to it.
Sources (official Google docs)
URL builders: Collect campaign data with custom URLsCampaign URL Builder (tool)What breaks Campaigns in Fluxion
- Mixing case (Newsletter vs newsletter).
- Using spaces sometimes and hyphens other times.
- Changing medium names every week (cpc, paid, paid-search, ppc).
- Using campaign names that look like a sentence.