Google Analytics 4 (GA4) is commonly used to understand how visitors arrive at a website and what they do after landing. If you run campaigns using short links or share links across multiple channels, GA4 can help you answer a basic question: which sources and messages are driving meaningful traffic.
This article explains how GA4 fits into link campaigns, what you can measure reliably, and how to structure tracking so reports remain clean and useful over time.
What GA4 Measures in Link Campaigns
GA4 focuses on user behavior after the visitor reaches your destination page. When GA4 is installed on the destination site, it can measure events such as page views, scrolls, clicks, and conversions depending on your configuration.
In link campaigns, the most common GA4 questions include:
- Which channel sends the most engaged visitors
- Which campaigns drive repeat traffic
- Which landing pages convert better
- How traffic quality differs by source
Use UTMs to Keep Reports Clear
UTMs are query parameters that label traffic sources and campaign context. They are widely used because they work across platforms and make GA4 acquisition reports easier to interpret.
A typical UTM set includes:
- utm_source: where the traffic comes from (for example, newsletter or instagram)
- utm_medium: the channel type (for example, email or social)
- utm_campaign: the campaign name (for example, winter-launch)
- utm_content: optional label to compare variations (for example, version-a)
A practical tip is to decide naming rules early and keep them consistent. Small inconsistencies can fragment reports and make comparisons unreliable.
Short Links and UTMs Work Well Together
Many campaigns use long URLs because UTMs add additional parameters. This can make links hard to share and easy to break in messaging apps. A common solution is to add UTMs to the destination URL and then shorten the full URL.
This approach keeps shared links clean while preserving campaign attribution in GA4. It also makes it easier to reuse a consistent link format across platforms.
Key GA4 Reports for Campaign Analysis
GA4 provides multiple reporting views. For link campaigns, a few areas are particularly useful:
- Traffic acquisition: shows where sessions come from and how they perform
- User acquisition: focuses on first-time users and discovery channels
- Landing page: helps compare entry pages and engagement
- Events: shows what actions users take after arriving
When comparing sources, avoid focusing only on total sessions. Engagement metrics such as engaged sessions, average engagement time, and conversions often provide a clearer picture.
Common Pitfalls to Avoid
GA4 reports can become confusing if tracking is inconsistent. A few common issues include:
- Using different naming formats for the same source or campaign
- Mixing uppercase and lowercase values across UTMs
- Sharing links without UTMs and then trying to compare performance
- Expecting GA4 to measure clicks when the destination site does not have GA4 installed
For accurate campaign measurement, treat UTMs as part of your content workflow rather than an afterthought.
Summary
GA4 is a strong foundation for measuring what happens after a visitor lands on your website. In link campaigns, UTMs provide structure for attribution, and GA4 reports help compare channels, landing pages, and outcomes.
If you combine consistent UTM naming with a clear campaign structure, GA4 becomes a practical tool for improving performance and making data-driven decisions over time.