Custom UTM parameters

Parameter	Value Example	Required	Info
utm_source	google	yes	the name of the ad network
utm_medium	cpc, paid, referral, email	yes	Medium is used to identify the type of traffic. When passing cpc, GA4 will categorize the traffic as a paid campaign. Do not use this parameter to pass unique values such as campaign id, ad id
utm_campaign	my_summer_campaign	yes	The name of the campaign
utm_id	a0897as0df8	highly recommended	This parameter will enable you to identify campaigns in Google Analytics.
utm_term	best summer trip	no	if you buy keywords, this is where you want to add the keyword token from your ad network.
utm_content	Ad Headline Content	no	used to identify the ad that visitors click on.
xClickId	{token} provided by the ad platform.	Highly Recommended	It's highly recommended if you want to postback conversion data to your ad platform.

Find out with your ad platform what are the tokens you can use to dynamically populate the tracking parameters.

When the parameters are present, they will be returned to the Webhook data.

You'll then be able to filter the conversions you want to send to the ad platform's postback / conversion api.