Campaign tagging for Google Analytics

Campaign tagging is performed by adding parameters (or tags) – known as UTM parameters - to the destination URLs you want to use for your marketing campaigns. Without these tags, all visitors to your website will appear to come through “organic”, “referral” or “direct”.

All campaigns need to be tagged in order to be tracked correctly in Google Analytics. Use this guide to find out how to tag your campaigns correctly.


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Inside this guide you will find out information including:



  • How do I decide what to tag?
  • How do I create my URL with campaign parameters?
  • Which campaign parameters should I use?
  • Why inconsistent naming is bad
  • How do I know if my URLs are going to work?
  • Duplicate content issues               
  • Recommended tagging conventions
  • Example tagging