UTM Builder

Campaign template

UTM Template for Black Friday

Create a reusable UTM structure for Black Friday campaigns across GA4, marketing reports, and team launch checklists.

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Black Friday-specific tracking guidance

Black Friday campaigns often involve paid search, paid social, email, affiliates, and ecommerce landing pages. A template helps teams reuse the same source, medium, campaign, and content conventions instead of recreating links from memory every time.

GA4 sees this traffic through the UTM values attached to the landing URL. For this page, the recommended starting point is source google and medium cpc. That pairing keeps reports readable and makes it easier to compare this traffic against email, paid search, social, affiliate, QR, and referral campaigns.

The goal is not to create a different naming system for every page. The goal is to document practical defaults, show examples, and connect the page to the wider campaign tracking workflow. Use this page when planning campaign URLs, briefing team members, or auditing whether existing links follow a reliable pattern.

Recommended UTM structure

Source

utm_source=google

Medium

utm_medium=cpc

Campaign

utm_campaign=black_friday

Content

utm_content=primary_cta

Example URLs

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=black_friday&utm_content=primary_cta

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=black_friday&utm_content=footer_link

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=product_launch&utm_content=primary_cta

Best practices

Document this Black Friday template before launch and reuse it across every placement that belongs to the same campaign.
Keep source and medium lowercase so reports do not split traffic into duplicate rows.
Use campaign values for the initiative, not every tiny placement detail.
Use content values for ad-level tracking, creative variants, placements, or page locations.

Common mistakes

A common Black Friday mistake is changing source or medium values between placements, which splits GA4 reporting and makes campaign comparisons harder.

Other common mistakes include uppercase values, spaces in campaign names, inconsistent separators, missing campaign names, and using one broad campaign label for every placement. Validate links before launch and keep a shared naming document for future campaigns.

FAQ

What source should I use for Black Friday?

Use google as a practical starting point when you want reports to identify Black Friday traffic clearly.

What medium should I use for Black Friday?

Use cpc when it matches the channel type. Keep medium values consistent across similar campaigns.

Does GA4 support Black Friday UTM links?

Yes. GA4 can read UTM source, medium, campaign, content, and term values from tagged landing URLs.

Should UTM values be lowercase?

Yes. Lowercase values reduce fragmented reports and make campaign data easier to compare.