How to Find UTM Parameters in Google Analytics 4: Step-by-Step Guide

Tracking the performance of your marketing campaigns is crucial, and UTM parameters—utm_source, utm_medium, utm_campaign, utm_term, and utm_content—play a significant role in this process. In Google Analytics 4 (GA4), you can access data associated with these parameters through standard reports and custom explorations.

Understanding GA4 User acquisition report versus Traffic acquisition report

First we need to clarify the two report types in Google Analytics, User acquisition and Traffic acquisition.

• User acquisition report data focuses on where new sessions came from, regardless of whether the user is new or returning.
• Traffic acquisition report data specifically shows where new and returning users come from. 

Here’s a summary chart from Google:

Both reports have similar reporting but the source and purpose of the data is important to understand as you dig deeper into your GA4 data.

UTM parameters dimensions in Google Analytics 4

Finding UTM parameters in GA4 isn’t 100% clear as Google labels these differently and varies depending on setup and account. Here are the parameters and related GA4 dimension:

• utm_source -> Session source
• utm_medium -> Session medium
• utm_campaign -> Session campaign
• utm_term -> Session manual term
• utm_content -> Session manual ad content

Here’s a step-by-step guide to locating each UTM parameter in Google Analytics 4 (GA4):

1. Access the Traffic Acquisition Report:
   1. Log in to your GA4 account.
   2. Navigate to Reports -> Acquisition -> Traffic Acquisition or Reports -> Acquisition -> User Acquisition (see above for the differences)
       
2. View utm_source, utm_medium, and utm_campaign:
   1. By default, the Traffic Acquisition report displays data categorized by the Session primary channel group (Default Channel Group).
   2. To view data by utm_source and utm_medium, click the ”+” icon next to Session primary channel group and select Session source/medium.
   3. To view data by utm_campaign, select Session campaign from the same dropdown.
       
3. For some accounts you might be able to view utm_term and utm_content from the User Acquisition report:
   1. In the User Acquisition report, click the ”+” icon next to the primary dimension to add a secondary dimension.
   2. Search for and select Session manual term to view utm_term data.
   3. Similarly, select Session manual ad content to view utm_content data.

For all accounts, using a Custom Exploration will unlock all dimensions.

1. Create Custom Explorations for Detailed Analysis:
   1. Navigate to Explore in the left-hand menu.
   2. Click on Blank (Create a new exploration) to start a new exploration.
   3. Name your exploration (e.g., “UTM Parameter Report”).
   4. In the Variables panel, click the ”+” icon next to Dimensions and import the following:
      1. Session source
      2. Session medium
      3. Session campaign
      4. Session manual term
      5. Session manual ad content
   5. Click the ”+” icon next to Metrics and import relevant metrics such as Sessions, Users, or Conversions.
   6. Drag or double click the above dimensions into the Rows section and do the same for the added Metrics into the Values section to build your report.
   7. Don't forget to adjust the date range.
   8. The report is auto-saved and is viewable from the Explore page.

By following these steps, you can effectively locate and analyze each UTM parameter within Google Analytics 4, enabling you to assess the performance of your marketing campaigns comprehensively.