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‘utm_campaign’ is a key of a UTM parameter which is used to send the name of the custom campaign to GA4.

You can use any of the following as the value of ‘utm_campaign’ key:

  • any text
  • any number
  • any combination of text and number
  • words separated by white spaces

For example:

utm_campaign=Book+promo+Sept2025

utm_campaign=Sept_Bumper_Sales2025

utm_campaign=Analytics-Training-Course


No matter what campaign name you select, ensure that you remain consistent with its spelling, format and case.

For GA4, ‘BookPromo’ is a different campaign name than ‘bookpromo’.


Similarly, for Google Analytics,

‘Sept_Bumper_Sales2025’ is a different custom campaign name than ‘Sept-Bumper-Sales2025’ or ‘Sept+Bumper+Sales2025’


The best way to maintain consistency with the name, spelling, case and formatting of campaign names is to maintain a Google Sheet or Excel spreadsheet of all the tagged URLs and always use lowercase.

Note: When you use ‘Sep+Bumper+Sales2022’ as the value of ‘utm_campaign’, then GA4 displays whitespaces between various words of the campaign name:

Use short and descriptive words as the name of your custom campaign.

If you are running a Facebook campaign, you should use the name of the Facebook campaign as the value for ‘utm_campaign’. 

If you are running an email campaign, you should the name of the email campaign as the value for ‘utm_campaign’.


Similarly,

If you are running a Twitter campaign, you should use the name of the Twitter campaign as the value for ‘utm_campaign’.

Where can you find the values of the ‘utm_campaign’ key in GA4?

You can see the values of the ‘utm_campaign’ key in GA4 through the following dimensions:

  1. Campaign
  2. First user campaign
  3. Session campaign

Where can you find the value of the ‘utm_campaign’ key in GA4 BigQuery?

You can find the value of the ‘utm_campaign’ key in GA4 BigQuery via the ‘manual_campaign_name‘ field under ‘collected_traffic_source‘:

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