Nov 9, 2023

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Walkthrough: GA4 Tips - Creating Effective UTMs

by Cathal Melinn

Posted on Nov 9, 2023

One of the key tools in a digital marketer's toolbox is UTM codes - the small piece of tracking information added to the end of a URL that allow your campaigns and sources to be tracked effectively by Google Analytics. It's more important then ever to be sure you're using them properly in GA4, for both your paid and social media posts. This will ensure that GA4 will collect the data to provide the most detailed insights into who is coming to your website and how.

The data will display in the Traffic aquisition reports in GA4 where you can adjust the views through changing "session campaign".

In this walkthrough, we’ll look at how to use the Google URL builder to create UTMs to help you track your social links for full reporting effictiveness in GA4.

Pro tip: learn about what UTM parameters you can use on the Google blog.

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Cathal Melinn
Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

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