The Problem: UTM Parameters Missing in GA4
A client reached out when they noticed that their utm parameter tracking were no longer showing up in their google analytics reports. Both old and new utm links failed to populate traffic source fields like source and medium, or campaign names. Initial concerns pointed toward possible misconfigurations in their google analytics setup or broken integration between gtm container and GA4.
What We Found
After digging into the tracking setup, here’s what we discovered:
- GTM was installed—but inactive
The gtm container was embedded on the landing page, but had no active tags or trigger configured. In short, gtm wasn’t being used for any analytics or event tracking functions.
- GA4 was running independently
Google analytics 4 was tracking page_view, sessions, conversions, and user clicks—but it wasn’t doing so through google tag manager.
- UTM parameters were never routed through GTM
The client had assumed gtm was handling utm parameter tracking. In reality, ga4 utm tags are captured natively by GA4 and don’t require google tag manager at all.
How We Fixed It
With a clearer picture in place, we walked the client through a few simple but important checks:
✅ Confirmed GA4 was tracking UTM data
We tested utm-tagged urls using GA4 real time and realtime reports. The utm params (source, medium, campaign) showed up immediately in ga4 reports.
✅ Reviewed historical campaign traffic
Looking back four months, we found limited use of utm codes and utm tags—confirming it wasn’t a missing tracking issue but a lack of consistent marketing campaigns tagging.
✅ Verified new campaigns
The client shared a fresh utm URL. We tested it live and confirmed that session campaign, utm_medium, and all tracking parameters appeared correctly in google analytics 4 property.
Want to be 100% sure your utm tracking is working? Let’s test it together using real-time reports and check incoming data in analytics reports.
What You Should Know
UTM tracking confusion is common, especially when multiple tools (like GA4, gtm, google analytics, and third-party tools) are in play. Here’s what matters:
- UTM tags are read directly by GA4
You don’t need google tag manager to track campaign tracking, utm parameter, or tracking parameters like source, medium, or campaign name. - Use GA4’s Realtime Report for testing
It’s the fastest way to confirm whether utm-tagged urls are being tracked properly in analytics reports. - Keep GTM clean and purposeful
If you’re not actively using gtm for event tracking, don’t assume it’s capturing utm data or traffic acquisition info. - Be consistent with UTM usage
Inconsistent utm tags, utm params, or utm codes often look like “missing tracking” when it’s actually just incomplete link in GA4 or url building.
Final Outcome
No broken tools. No bugs. Just a bit of miscommunication. After clarifying how their google analytics setup worked, the client was relieved to see their campaign tracking, session source, and utm data flowing correctly—and now has a direct report to track utm-tagged traffic, traffic sources, and real-time user clicks in GA4.
Struggling with google analytics, gtm, or tracking setup?
Integriti Studio can help you streamline campaign tracking, build custom dashboards, troubleshoot analytics confusion.
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