Help Center

What are UTM parameters?

UTM parameters are tags added to a URL that tell analytics tools like Google Analytics where your traffic came from. There are five standard parameters: source, medium, campaign, term, and content. When someone clicks a UTM-tagged link, GA4 records those values so you can see exactly which campaigns drive traffic and conversions.

Creating your first UTM link

1. 1Paste your destination URL into the link builder
2. 2Fill in your UTM parameters — at minimum, source, medium, and campaign
3. 3Click “Generate” to create your tagged URL
4. 4Copy the link or generate a QR code

Setting up predefined values

Predefined values are the approved options your team can choose from when building links. Go to Parameters in your workspace to add values for each UTM field. Once set, team members select from a dropdown instead of typing freehand — which is how naming inconsistencies happen.

How governance works

UTM Sourcery lets you control how your team creates campaign links. You can force lowercase formatting, standardize space replacement, lock fields to dropdown-only mode, and require specific parameters. These rules apply automatically whenever anyone in your workspace builds a link.

Templates

Templates save a reusable combination of UTM parameters — for example, “Facebook Brand Campaign” might pre-fill source as “facebook”, medium as “paid_social”, and campaign as “brand_awareness”. Team members pick a template and only need to fill in what's different.

Value approval workflow (Team & Agency)

When a field is locked to predefined values, team members can request a new value if the one they need doesn't exist. Admins receive the request and can approve or reject it. This prevents both bottlenecks (users aren't stuck) and chaos (values don't appear without review).

Inviting team members

Go to your workspace settings and click “Invite Member.” Enter their email and assign a role. They'll receive an email invitation to join. You can also share an invite link directly.

Roles explained

Installing the extension

The Chrome extension is free and works standalone — no UTM Sourcery account required. Install it from the Chrome Web Store, and it will automatically use the current page URL as your destination.

Syncing with your workspace

If you sign in to your UTM Sourcery account in the extension, your predefined values, templates, and governance rules sync automatically. Links you create in the extension appear in your workspace history.

Importing existing links

Upload a CSV file with your existing UTM links. The importer maps columns automatically and adds them to your link history.

Exporting your data

You can export your links, parameter lists, and workspace settings at any time from workspace settings. Exports are available on all plans including Free.

My UTM parameters aren't showing in GA4

UTM data in GA4 has a 24–48 hour processing delay. Check back tomorrow. Also verify that your link includes utm_source and utm_medium at minimum — GA4 requires both for proper attribution.

I can't add a new value to a locked field

If a field is locked to predefined values, you'll need to request a new value. Click “Request” next to the field, enter your proposed value, and an admin will review it.