While Source and Medium are captured automatically, you need to add UTM parameters to your landing page URL if you want to track additional information including the Campaign, Content, or Term (keyword) that generated the traffic.
You’ll need to generate URLs with UTM parameters manually for other ad source you’d like to track, for example, email newsletters or links from third party sites unless you are using a platform like Google Ads which can be configured to add them automatically.
You can use this URL builder to create property formatted URLs with UTM parameters.
Source should be the name of the site, or in the case of an email, use newsletter or email.
For Medium, consider using cpc or paid for a paid source, or email for email marketing initiatives.
Campaign name, term, and content are optional, but can add more detail. For example, use Campaign Name to distinguish between multiple initiatives, for example, spring_2020 or summer_2020.
Keep track of the parameters you use, because you’ll want to use them consistently for best results. For example, stick to using either cpc or paid to indicate paid sources of traffic. Keep in mind that UTM parameters are case sensitive, i.e. CPC and cpc are considered different UTM parameters.
If you are unfamiliar with UTM parameters, read our UTM parameter tutorial to learn how to create UTM parameters.