utm_source
(required) Source Identify user referral source Google, Facebook, LINE, etc.
utm_medium
(required) media Identify the media source Email (mail magazine), CPC (listing advertising), etc.
utm_campaign (required setting) campaign Differentiate founder email lists campaign names summer_sale (for summer sale ads)
utm_term keyword Identify paid search keywords shoes (if shoes is a keyword)
utm_content Ad content Differentiate links with similar content or within the same ad bannerA, bannerB
(when comparing two types of banner ads)
Filter out referrer spam
If referrer spam is the cause, you can exclude it from your analytics data by changing your Google Analytics settings.
This is a recommended method if you want to exclude access from specific referrer spam.
1. Log in to Google Analytics and click "Admin."
2. Select "All Filters" from your account.