How to tag every campaign with UTM parameters

UTM parameters are the tags that tell your analytics where a click came from when the browser does not. Put three of them on every link you control, keep the values in lower case and spelled one way, and each visit lands in the right channel and campaign. This guide gives you a naming convention, the medium values MIRA FIVE files under each channel, and ready tags for Google Ads, Meta ads and newsletters.

What are the five UTM parameters?

They are query-string tags added after the ? in a link:

Source, medium and campaign are the three that matter. Content tells apart several links in one newsletter or ad, and term records the keyword.

What naming convention keeps reports clean?

One that everyone on the team follows without thinking. Many reports treat Newsletter and newsletter as two values, and a campaign spelled two ways can split its buyers across two rows.

• Lower case, always. No capitals anywhere in a tag.
• One separator. Underscores inside values (autumn_sale), never spaces.
• Source is the sender. The site, platform or list: google, meta, newsletter, a partner’s name.
• Medium comes from a short fixed list. The next section has the values that decide the channel.
• Campaign is stable. For ads, the platform’s campaign ID; for everything else, a short name you keep, such as autumn_sale.
• Write the values down. A shared sheet with every source, medium and campaign in use stops drift.

Leave links between pages of your own shop untagged. Tags belong on links that bring people in.

Which utm_medium puts a visit in which channel?

MIRA FIVE checks nine rules in order, and the first that matches wins. For tagged links, utm_medium decides most of it:

Three things follow from the order. cpc from Instagram counts as paid social, not paid search. A link placed in an assistant keeps its AI assistants channel only without a paid or email medium. And a link with a utm_source or utm_campaign that matches nothing else lands in Campaign, never in Referral or Direct.

The free UTM builder applies the same rules and shows the channel a link lands in before you send it.

How do you tag Google Ads?

Keep auto-tagging on. The gclid it adds puts every ad click in paid search and lets MIRA FIVE join the visit to its campaign. Then add the campaign ID as a plain tag in the final URL suffix, under Admin → Account settings → Tracking:

utm_campaign={campaignid}

Google fills in {campaignid} on every click, and the ID stays the same when you rename the campaign. A suffix set on a campaign or ad group replaces the account’s, so check those levels too.

How do you tag Meta ads?

Meta adds its own click id, fbclid, and MIRA FIVE files those visits under Paid social. Facebook and Instagram add it to links in organic posts too, so tag organic posts with utm_medium=social: a medium that says social or organic wins over the click id. To name the campaign of an ad, put this in the URL parameters field of each ad, under Tracking:

utm_source=meta&utm_medium=paid_social&utm_campaign={{campaign.id}}

Meta fills in {{campaign.id}}. The tags put each visit on its campaign’s row; the spend stays in Meta’s Ads Manager, because Meta Ads is next.

How do you tag newsletters and everything else?

Give every link in every send utm_medium=email and the send’s name as the campaign:

https://shop.example/collections/sale?utm_source=newsletter&utm_medium=email&utm_campaign=autumn_sale

Many newsletter tools can add tags to every link for you; check that they set email as the medium. For the rest:

• Social bios and posts: utm_source=instagram&utm_medium=social and a campaign.
• WhatsApp and Telegram broadcasts: utm_source=whatsapp&utm_medium=social.
• PDFs, flyers and QR codes: utm_source=flyer&utm_medium=print and the campaign. These land in Campaign.
• Partners and affiliates: the partner’s name as source and utm_medium=partner. These land in Campaign too.

Untagged, most of these arrive as Direct. Why traffic shows as Direct explains why.

Where do tagged visits show up in MIRA FIVE?

Acquisition › Channels files each visit under the channel its tags decide, and every channel row opens to its campaigns, named by utm_campaign, with visits, people, buyers and conversion. In the sample shop, the campaign autumn_sale was new in the last 30 days and brought 10 buyers. With Google Ads connected under Data → Sources, Acquisition › Ads joins spend to visits by utm_campaign or gclid. Its diagnosis for untagged campaigns points out paid visits that arrive without a campaign and gives you the suffix to paste. The guide to Google Ads cost per buyer goes through that screen.