utm_marketing_tactic in Google Analytics 4

The ‘utm_marketing_tactic’ UTM parameter is used to send information related to your marketing tactics like your targeting strategies (prospecting, remarketing), bid strategies, buying strategies etc to GA4.

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

You will be able to see the values of the ‘utm_marketing_tactic’ key in GA4 through the following dimensions in the near future:

1. Marketing tactic
2. Session marketing tactic
3. First user marketing tactic

Note: The values of the ‘utm_marketing_tactic’ key are currently not reported in GA4.

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

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

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