UTM & Tracking Parameter Glossary

The essential guide to campaign parameters for GA4, Facebook Ads, and Google Ads.

1. Standard UTM Parameters

utm_source

Required. Identifies the advertiser, site, or publication (e.g., google, newsletter, facebook).

utm_medium

Required. The advertising or marketing medium (e.g., cpc, social, email).

utm_campaign

The individual campaign name, slogan, or promo code.

utm_term

Used for paid search to note the keywords for this ad.

utm_content

Used to differentiate similar content or links within the same ad (A/B testing).

2. GA4 Exclusive & Cross-Domain

utm_id

The Campaign ID. Used to identify a specific campaign (essential for cost data import).

_gl

Cross-domain tracking. Used to pass session IDs between different domains.

3. Platform Tracking IDs

Google Ads (Auto-tagging)

  • gclid: Google Click ID
  • wbraid / gbraid: Privacy-safe iOS IDs

Meta / Facebook

  • fbclid: Facebook Click ID
  • h_ad_id: Dynamic Ad ID