What are UTM parameters?
UTM parameters are tags added to a URL that tell Google Analytics 4 where a visitor came from. The five standard parameters are utm_source, utm_medium, utm_campaign, utm_term and utm_content.
Naming conventions that keep reports clean
Always use lowercase, hyphens instead of spaces, and the same source names every time — “instagram”, never “IG” one day and “Insta” the next. This builder normalises your input automatically.
UTMs for influencer campaigns
Give each creator a unique utm_content value so you can compare their traffic and conversions side by side. It is the simplest way to prove influencer ROI.