If you're looking to track the effectiveness of your marketing campaigns, you might be familiar with UTM Parameters and how to use them in Google Analytics Universal Analytics properties. However, in Google Analytics 4, the way to access this data has completely changed. In this blog post, we'll explore how to view data sliced by UTM parameters in GA4, and a little refresher on what UTM parameters are, and why they are useful.
In GA4, there are actually two different ways to view data by UTM Parameter:
Click on "Reports" then under acquisition click “Overview.”
Next, click "Add Comparison" at the top, under the search bar.
In the "Dimension" field, You can now select the UTM parameter you wish to segment the data by.
You will see the UTM parameters you're using start to populate here like:
Click on "Reports" then under acquisition click “Traffic Acquisition.” Here, you’ll see data grouped by traffic channel.
In GA4, a "dimension" refers to a descriptive attribute or characteristic of data. Adding a secondary dimension to your data analysis simply involves adding a second attribute to help you gain further insights into your traffic data.
If you click on the dropdown next to the blue plus sign, you can change the primary dimension of how the data is grouped. Clicking the blue plus sign will add a secondary dimension.
The primary and secondary dimensions can be different UTM parameters:
By viewing data by UTM parameter in GA4, you can see which sources, mediums, and campaigns are driving the most traffic and conversions. This information can help you optimize your marketing efforts and make data-driven decisions about where to focus your marketing budget.
Now, if this all sounds a little confusing, you might need a refresher on UTM Parameters.
UTM parameters are pieces of code that you can add to the end of a URL to track the source, medium, and campaign of your website traffic. There are five UTM parameters in total:
By adding UTM parameters to your links, you can track where your traffic is coming from and which campaigns are driving the most clicks and conversions.
Dynamic UTM parameters automate the process of tagging your marketing campaigns with UTM parameters. With dynamic UTM parameters, you can create a template for your UTM parameters and then have them automatically populated with the appropriate values based on the user's behavior or the specific campaign. To learn more about dynamic UTM parameters, called tracking templates: Click Here
UTM parameters are useful for a few reasons:
In addition to the commonly used UTM parameters such as utm_source, utm_medium, and utm_campaign, GA4 also offers several other parameters including utm_source_platform, utm_creative_format, and utm_marketing_tactic. To get a complete list of all eight parameters from Google, Click Here
Each of these parameters includes dimensions with different "scopes." Session-scoped dimensions describe a specific session being analyzed, while user-scoped dimensions describe the person performing the action. For example, the "First user source" dimension referenced by the utm_source parameter will always reflect the same source, even if that user returns to the site in the future from a different source.