How to Read UTM Reports in Google Analytics 4 (Step-by-Step)
You've tagged your links, now learn to find the data. A complete walkthrough for navigating GA4 and interpreting your campaign results.
You've been tagging your campaign links with UTM parameters. Traffic is flowing. Data is being collected. Now what? Many marketers struggle to find their data in GA4's new interface. This guide is a step-by-step walkthrough for reading and interpreting UTM reports in Google Analytics 4.
The 3 Primary Reports for UTM Data
1. Traffic Acquisition (Most Important)
Found at Reports > Acquisition > Traffic Acquisition. This report shows you which campaigns drove sessions and conversions today.
2. User Acquisition
Attributes data to the first-touch source. Use this when you want to know which campaigns are bringing in brand-new users versus returning visitors.
3. Explorations (Custom Reports)
For detailed analysis like utm_content or utm_term, you'll need the Explore section. This allows you to build custom tables with exactly the dimensions you need.
Step-by-Step: Analyzing a Specific Campaign
- Go to Traffic Acquisition:Navigate to Reports > Acquisition > Traffic Acquisition.
- Change Dimension: Click the dropdown and select "Session campaign".
- Search: Use the search bar to find your specific UTM campaign name (e.g.,
newsletter_apr2026). - Analyze Metrics: Look at Engaged Sessions, Engagement Rate, and Conversions to judge success.
Understanding Content Performance (utm_content)
To see how different links performed within the same email, add a secondary dimension to your report. Click the "+" icon next to the dimension dropdown and search for "Session manual ad content". This will reveal your utm_content values.
Monthly Reporting Checklist
- ✓ Top 5 campaigns by Sessions
- ✓ Top 5 campaigns by Conversions
- ✓ Comparison of Source/Medium performance (e.g., Email vs Social)
- ✓ Identification of "(not set)" traffic to fix tracking gaps
GA4 UTM Reporting FAQ
Where is the UTM campaign report in GA4?
Go to Reports > Acquisition > Traffic Acquisition. Then, click the dimension dropdown (usually defaults to 'Session default channel group') and select 'Session campaign'. This will display a breakdown of all your UTM-tagged campaigns.
What is the difference between Traffic Acquisition and User Acquisition?
Traffic Acquisition shows the source of the current session. User Acquisition shows the source that brought the user to your site for the very first time. For tracking specific campaign ROI, Traffic Acquisition is generally the most useful.
How do I see 'utm_content' data in GA4?
It is not shown by default. You can find it by adding a secondary dimension (click the '+' icon) called 'Session manual ad content', or by creating a custom report in the 'Explore' section.
Why do some of my campaigns show as '(not set)'?
This often occurs when UTM parameters are partially missing or when a URL redirect strips the query parameters before they reach your site. Always test your links to ensure the parameters remain visible in the browser address bar after landing.
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