Google Analytics 4 reads the UTM tags on a link with no setup. Set utm_source, utm_medium and utm_campaign every time, and add utm_term and utm_content when you need them. Fill them in above, copy the link, and the visits show in GA4 under Acquisition > Traffic acquisition.
utm_medium for each GA4 channel
| GA4 channel | Set utm_medium to |
|---|---|
| email (or set utm_source to email) | |
| Paid Social | a value starting with paid, such as paid_social, with a social site as utm_source |
| Organic Social | social, social-media or sm |
| Paid Search | cpc or ppc, with a search engine as utm_source |
| Display | display, banner or cpm |
| Referral | referral |
| Affiliates | affiliate |
From Google's default channel group rules, read in October 2026.