GA4 Linking and UTM Standards

Objective

Protect attribution quality across campaigns, reports, and dashboards.

Linking SOP

1. Link Google Ads and GA4 properties.
2. Enable auto-tagging in Google Ads.
3. Confirm imported conversions and audiences are available.
4. Validate that key events match naming policy.

UTM Standards

Parameter	Rule	Example
utm_source	lower-case, platform name	google
utm_medium	traffic type only	cpc
utm_campaign	market-objective-theme	id-search-brand-q2
utm_content	creative/test variant	rsa-value-prop-a
utm_term	optional for paid search detail	{keyword}

Governance Rules

• No mixed casing in UTM parameters
• No spaces; use hyphens
• Campaign naming must include market and objective
• Maintain naming dictionary in shared docs

Next Step

Return to the module overview and continue with the next lesson in sequence.