How To View UTM Parameters For Conversions In Google Analytics 4 (GA4)

Key Takeaways

• UTM tracking in GA4 reveals which channels drive the most conversions.
• Use GA4’s tools to dive deeper into user behavior and optimize strategies.
• Consistent UTM tagging ensures accurate and actionable data analysis.

How to View UTM Parameters for Conversions in Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the latest iteration of Google’s powerful analytics platform, providing deeper insights and more robust tracking features than its predecessor, Universal Analytics. One crucial aspect of tracking in GA4 is the ability to view and analyze UTM parameters for conversions. UTM parameters are essential for understanding where your traffic is coming from and how effective your marketing campaigns are. This blog post will walk you through the process of viewing UTM parameters for conversions in GA4.

What are UTM Parameters?

UTM parameters are snippets of text added to the end of a URL to help you track the performance of campaigns. These parameters include:

• utm_source: Identifies the source of traffic (e.g., Google, Facebook).
• utm_medium: Identifies the medium (e.g., email, CPC, social).
• utm_campaign: Tracks the specific campaign (e.g., spring_sale, product_launch).
• utm_term: Tracks specific keywords (typically used in paid search campaigns).
• utm_content: Differentiates similar content or links within the same ad or campaign.

Why Track UTM Parameters in GA4?

Tracking UTM parameters in GA4 allows you to:

1. Understand Campaign Performance: See which campaigns drive the most conversions.
2. Optimize Marketing Spend: Allocate resources to the best-performing channels.
3. Deep Dive into User Behavior: Analyze how users from different sources interact with your website.

How to Set Up UTM Tracking in GA4

Before diving into how to view UTM parameters, you need to ensure that your URLs are tagged correctly. You can manually add UTM parameters to your URLs or use Google’s Campaign URL Builder.

Once your UTM parameters are set, GA4 will automatically start collecting data from these tagged URLs.

Viewing UTM Parameters in GA4

To view UTM parameters for conversions in GA4, follow these steps:

1. Go to the GA4 Dashboard
   • Log into your GA4 account and select the property for which you want to view the UTM data.
2. Navigate to the 'Acquisition' Report
   • On the left-hand menu, click on “Reports.”
   • Under the “Lifecycle” section, select “Acquisition.”
3. Access the 'Traffic Acquisition' Report
   • Within the Acquisition reports, click on “Traffic Acquisition.” This report shows how users arrived at your site.
4. Add UTM Parameters to the Report
   • To view specific UTM parameters, click on the “+” symbol next to the “Session default channel group.”
   • In the dropdown menu, search for the UTM parameters you want to analyze (e.g., Session Source/Medium, Session Campaign, etc.).
   • Select the relevant UTM parameters. They will be added as columns in the report.
5. Filter by Conversions
   • If you’re specifically interested in conversions, add a filter for conversions by clicking on the “+ Add comparison” button at the top of the report.
   • Choose the conversion event you want to analyze (e.g., purchase, sign_up).
6. Analyze the Data
   • With the UTM parameters and conversion filters in place, you can now analyze which sources, mediums, and campaigns are driving the most conversions.
   • Use this data to inform your marketing strategy and optimize future campaigns.

Using the 'Explore' Tool for Deeper Insights

For more detailed analysis, you can use GA4’s “Explore” tool:

1. Create a New Exploration: Go to “Explore” in the left-hand menu and create a new exploration.
2. Set Dimensions and Metrics: Drag and drop UTM parameters into the “Dimensions” field and relevant conversion metrics into the “Metrics” field.
3. Build Your Custom Report: Customize the report to segment users by UTM parameters and conversion events.

Here's a screenshot of the parameters you can use to see campaigns, source and medium.GA4 Custom Report View UTMs

This approach allows you to create custom funnels, path analyses, and other deep-dive explorations to gain a more granular understanding of your campaign performance.

Best Practices for UTM Tracking in GA4

• Consistency is Key: Ensure consistency in UTM tagging across all your campaigns.
• Use Descriptive Names: Choose clear and descriptive UTM names to make analysis easier.
• Regularly Monitor and Refine: Check your UTM data regularly and refine your campaigns based on insights.

Conclusion

Tracking UTM parameters in GA4 is a powerful way to understand how different marketing channels and campaigns contribute to conversions. By following the steps outlined in this guide, you can easily view and analyze UTM parameters in GA4, helping you make data-driven decisions to optimize your marketing strategy.

Whether you’re a seasoned marketer or just getting started, leveraging UTM tracking in GA4 will provide valuable insights into your audience’s behavior and the effectiveness of your campaigns. Start exploring your UTM data today and take your marketing performance to the next level!