Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers
Download
- Link log: filled example (CSV) · blank (CSV)
- Naming rules: filled example (CSV) · blank (CSV)
- Monthly results: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A link log with the date, platform, placement, destination, each UTM value and the full tagged link.
- Naming rules for every parameter, with the allowed values written down.
- A monthly results sheet that says where to find each number in Google Analytics 4.
- A filled example for Kiln & Co, a fictional pottery studio that sells classes and pottery online.
- Blank CSV copies of every sheet.
How to use it
- Agree the naming rules first and keep every value lower case. Google Analytics treats 'Instagram' and 'instagram' as different sources.
- Use utm_source for the platform, utm_medium for the type of traffic, and utm_campaign for the promotion.
- Use utm_content to tell apart two links in the same campaign, such as the bio link and a story link.
- Build each link with a UTM builder, then paste the full tagged link into the log before you post it.
- Use tagged links only on links to your own website. Do not tag links between pages of your own site.
- At the end of the month, fill in the results sheet from Google Analytics 4's Traffic acquisition report.
Preview: Link log
A filled example for a made-up small business.
| Date | Platform | Placement | Destination page | utm_source | utm_medium | utm_campaign | utm_content | Tagged URL |
|---|---|---|---|---|---|---|---|---|
| 2 Nov 2026 | Link in bio | https://www.example.com/classes | social | winter-classes | bio-link | https://www.example.com/classes?utm_source=instagram&utm_medium=social&utm_campaign=winter-classes&utm_content=bio-link | ||
| 2 Nov 2026 | Story link sticker | https://www.example.com/classes | social | winter-classes | story-sticker | https://www.example.com/classes?utm_source=instagram&utm_medium=social&utm_campaign=winter-classes&utm_content=story-sticker | ||
| 3 Nov 2026 | Post | https://www.example.com/classes | social | winter-classes | class-photo-post | https://www.example.com/classes?utm_source=facebook&utm_medium=social&utm_campaign=winter-classes&utm_content=class-photo-post | ||
| 5 Nov 2026 | Pin | https://www.example.com/shop/mugs | social | gift-guide | mug-pin | https://www.example.com/shop/mugs?utm_source=pinterest&utm_medium=social&utm_campaign=gift-guide&utm_content=mug-pin | ||
| 9 Nov 2026 | Google Business Profile | Update button | https://www.example.com/classes | google-business | organic | winter-classes | gbp-update | https://www.example.com/classes?utm_source=google-business&utm_medium=organic&utm_campaign=winter-classes&utm_content=gbp-update |
| 12 Nov 2026 | Newsletter | Main button | https://www.example.com/shop/gift-cards | newsletter | gift-guide | main-button | https://www.example.com/shop/gift-cards?utm_source=newsletter&utm_medium=email&utm_campaign=gift-guide&utm_content=main-button | |
| 16 Nov 2026 | Link in bio | https://www.example.com/shop/gift-cards | social | gift-guide | bio-link | https://www.example.com/shop/gift-cards?utm_source=instagram&utm_medium=social&utm_campaign=gift-guide&utm_content=bio-link | ||
| 20 Nov 2026 | Page post | https://www.example.com/team-workshops | social | team-workshops | page-post | https://www.example.com/team-workshops?utm_source=linkedin&utm_medium=social&utm_campaign=team-workshops&utm_content=page-post |
Preview: Naming rules
A filled example for a made-up small business.
| Parameter | Our rule | Allowed values | Example |
|---|---|---|---|
| All values | Lower case, words joined with hyphens, no spaces. | n/a | winter-classes, not Winter Classes |
| utm_source | Where the click came from: one value per platform, always spelled the same. | instagram, facebook, pinterest, linkedin, tiktok, youtube, threads, x, google-business, newsletter | |
| utm_medium | The type of traffic. Unpaid social posts always use social; Google Business Profile uses organic, which Google Analytics 4 counts as Organic Search. | social, organic (Google Business Profile only), email | social |
| utm_campaign | The promotion or theme, the same across every platform. | winter-classes, gift-guide, team-workshops (add new ones here first) | gift-guide |
| utm_content | Which link or creative within the campaign. | bio-link, story-sticker, post name, button name | story-sticker |
| utm_term | Not used for organic social. Leave it out. | n/a | n/a |
| Who can add values | Only the person who owns this sheet adds new campaign names. | n/a | n/a |
Preview: Monthly results
A filled example for a made-up small business.
| Month | utm_campaign | utm_source | Sessions | Key events (bookings, sales) | Where to find it | What we'll change |
|---|---|---|---|---|---|---|
| November 2026 | winter-classes | Fill in at month end | Fill in at month end | Google Analytics 4: Reports, Acquisition, Traffic acquisition, filtered by session campaign | Compare bio link and story sticker using utm_content | |
| November 2026 | winter-classes | Fill in at month end | Fill in at month end | As above | n/a | |
| November 2026 | winter-classes | google-business | Fill in at month end | Fill in at month end | As above | n/a |
| November 2026 | gift-guide | Fill in at month end | Fill in at month end | As above | n/a | |
| November 2026 | gift-guide | newsletter | Fill in at month end | Fill in at month end | As above | n/a |
| November 2026 | team-workshops | Fill in at month end | Fill in at month end | As above | n/a |
Tips
- Always set utm_source, utm_medium and utm_campaign together. Google recommends using all three on every tagged link.
- A medium of social is one of the values Google Analytics 4 uses to place visits in its Organic Social channel, so keep it consistent.
- Never put personal details, such as a customer's name or email, in a UTM value.
- Shorten long tagged links if they look messy in a caption, but log the full link here so you know what is behind the short one.
- Check the log before inventing a new campaign name. Two names for one promotion split the numbers.
Common questions
What are UTM parameters?
Tags added to the end of a link, such as utm_source and utm_campaign, that tell your analytics where a visitor came from. The page looks the same to the person clicking.
Are UTM values case sensitive?
Yes. Google Analytics treats utm_source=Instagram and utm_source=instagram as two different sources, which is why this sheet keeps everything lower case.
Where do I see UTM results in Google Analytics 4?
In the Traffic acquisition report under Acquisition, where you can view session source, medium and campaign. Add a filter or comparison for your campaign name.
Is this template free?
Yes. All three sheets are free to download as CSV with no signup.
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- UTM builder
- What are UTM parameters?
- What is click-through rate?
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