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UTM Source

The UTM source is the ?utm_source= parameter attached to the URL, allowing GA4 to accurately identify which site or channel the traffic is coming from. The source is specified like naver, google, and instagram, and it is standard to use it with utm_medium (channel type) and utm_campaign (campaign name).

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UTM parameters are tracking parameters attached to the end of a URL, allowing GA4 to accurately classify the source of traffic coming through advertisements, emails, SNS, and external links. Without utm_source, traffic from external links is lumped into 'Referral' or 'Direct', making it impossible to accurately know campaign performance.

The role of the five parameters: utm_source (source: naver, google, instagram), utm_medium (channel type: cpc, organic, email, social), utm_campaign (campaign name), utm_content (ad version A/B), utm_term (ad keyword). weballin defines the following three items as the minimum required: utm_source + utm_medium + utm_campaign, and adds utm_content to email and banner A/B testing.

For Korean advertising platforms that GA4 does not automatically recognize, such as Naver search ads or Kakao Moments, UTMs must be added manually. If there is no UTM parameter, Naver ad clicks will be counted as 'direct visits'.

Key takeaways

  • utm_source: Traffic source site/channel (naver, google, instagram, newsletter).
  • utm_medium: Channel type (cpc, organic, email, social, display, referral).
  • utm_campaign: Campaign name or promotion identifier.
  • utm_content: Used to distinguish A/B versions of the same advertisement or click location.
  • utm_term: The search term that the ad matches (mainly used in manual paid search).
  • GA4 automatically reads UTM parameters and classifies them as source/medium data in traffic acquisition reports.

References

Frequently asked questions

It's a Naver ad, but it's set to 'direct' in GA4.

Naver search advertising is a platform that GA4 does not automatically recognize. You must manually add utm_source=naver&utm_medium=cpc&utm_campaign=campaign name to the advertisement URL. Add UTM in Naver Ad Manager ‘Landing URL’ settings.

What happens if I mistype the UTM parameters?

If you mix lowercase and uppercase letters, they are classified as different channels in GA4 ('Naver' and 'naver' are separate). If you paste them without rules, dozens of source values will clutter your report. weballin has created a UTM naming convention guide to ensure consistent use by teams.

Do I need to add UTM to SEO (organic search) inflow?

UTM is not attached to organic search traffic. GA4 looks at the search engine referrer and automatically classifies it as ‘organic search’. Rather, if you add UTM to the organic search link, GA4 incorrectly counts it as campaign traffic rather than 'organic'.

Related terms