Track email and UTM campaigns in GA4

Choose consistent campaign parameters

UTM parameters are labels in a destination URL. Google’s custom URL guidance says to include source, medium and campaign when adding them. Use one naming convention before you build the email.

Fictional newsletter example. These labels describe a sample link, not an Extcorp traffic source:

Google recommends sending relevant parameters together, including campaign ID and source platform. Keep their values aligned with your campaign record. The UTM glossary entry provides a short definition.

The example link is:

https://example.com/demo/?utm_source=partner_newsletter&utm_medium=email&utm_campaign=november_demo&utm_id=demo_01&utm_source_platform=example_mail&utm_content=main_link

Find the campaign in Traffic acquisition

Use the path in Google’s Traffic acquisition instructions:

1. Sign in to the relevant Analytics property.
2. Select Reports, then Acquisition > Traffic acquisition.
3. Choose Session source / medium and search above the table for partner_newsletter / email.
4. Add Session campaign as a secondary dimension. In the filtered rows, find november_demo and record Sessions for the chosen period.

If the report is missing from navigation, Google’s help says an Editor or higher role can add it back. Ask the property’s report owner to check the collection.

For the wider distinction between acquisition reports and session dimensions, use the GA4 traffic and report guide.

Check missing or inconsistent labels

Compare the stored link with the labels you intended to send. Google’s URL guidance makes values case-sensitive: november_demo and November_Demo create different values. Check spelling and separators as well.

UTM parameters are omitted from Landing page + query string and Page path + query string. Use Page location when you need the URL information; use the campaign dimensions for campaign reporting.

For a missing label, check that the relevant parameter was populated. Google notes that missing UTM parameters can produce (not set) values. Keep the missing field and tested URL in your review record.

Test a link before launch

Run a small check before distributing the email:

Google’s campaign and session rules say that new campaign values do not start a new session. Values collected mid-session apply to those events rather than replacing the existing session’s campaign. Test without a current GA4 session for the site so the new session can be checked against the email labels.

1. Save the final tagged URL and the naming record.
2. Open the link from a test email in a browser profile with no active GA4 session for the site. Check the destination after any redirect and compare its parameters with the saved URL.
3. Confirm which GA4 property collects the destination page. Check the chosen period and campaign dimensions in Traffic acquisition after processing; Google notes that processing can take 24–48 hours.
4. Record the link, property, labels, metric, period and capture date. Resolve a missing observation before treating the check as complete.

Keep two results: the destination and UTM check immediately after the redirect, then a later capture of the processed report. Google’s data freshness guidance explains that report values can change during processing. A click alone does not confirm that Analytics collected a session.

For an email accompanying a launch, attach the labels to the startup traffic brief. If the next step is an enquiry form, use the separate guide to checking accepted enquiries behind GA4 form events.

To discuss a campaign with Extcorp, send the labels and report question. Current traffic pricing and the free test describe the campaign terms.

Discuss a GA4 campaign

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