When to Use utm_id (And When to Skip It)

You're setting up a new marketing campaign. You know you need UTM parameters. But then you see recommendations to add utm_id too.

Questions flood in:

• Do I need utm_id for this campaign?
• What's the difference between utm_id and the other UTM parameters?
• Will my tracking break if I skip it?
• What if I add it when I don't need it?

This guide answers all these questions with a simple decision framework: when to use utm_id and when it's unnecessary overhead.

What is utm_id? (Quick Recap)

utm_id is a UTM parameter that serves as a unique identifier for cost data import in GA4.

Example URL:

https://yoursite.com/demo?utm_id=LI-2025-01-DEMO&utm_source=linkedin&utm_medium=cpc&utm_campaign=product-demo

What it does:

• Enables reliable cost data import to GA4
• Links traffic to external cost data (ad spend, impressions, clicks)
• Allows GA4 to calculate ROI metrics (ROAS, CPA)

What it doesn't do:

• Doesn't affect traffic tracking (sessions tracked via source/medium/campaign)
• Doesn't change GA4 channel grouping
• Doesn't provide any data by itself (requires cost CSV upload)

The Decision Framework

Ask These 3 Questions

Question 1: Is this a paid campaign?

• ✅ Yes → Continue to Question 2
• ❌ No (organic, email, referral) → Skip utm_id

Question 2: Does the platform have auto-tagging?

• ✅ Yes (Google Ads, Facebook, Microsoft) → Skip utm_id
• ❌ No (LinkedIn, TikTok, Pinterest, etc.) → Continue to Question 3

Question 3: Do you want to import cost data to GA4?

• ✅ Yes → Use utm_id
• ❌ No (tracking ROI elsewhere) → Skip utm_id

When to Use utm_id (Required)

Scenario 1: Paid Campaigns on Non-Auto-Tagged Platforms

Platforms requiring utm_id for cost import:

Example URL:

LinkedIn ad:
https://yoursite.com/demo?utm_id=LI-2025-01-DEMO&utm_source=linkedin&utm_medium=cpc&utm_campaign=product-demo

TikTok ad:
https://yoursite.com/signup?utm_id=TT-2025-01-BRAND&utm_source=tiktok&utm_medium=cpc&utm_campaign=brand-awareness

Why: These platforms don't auto-send cost data to GA4. utm_id is the only way to match cost data to traffic.

Scenario 2: Programmatic Advertising with Cost Import

Platforms:

• Display ad networks (without direct GA4 integration)
• Programmatic video ads
• Podcast advertising (with impressions/cost tracking)
• CTV (Connected TV) advertising

Example:

?utm_id=PROG-2025-01-DISPLAY&utm_source=adnetwork&utm_medium=display&utm_campaign=retargeting-jan

Why: Programmatic platforms provide cost reports but don't auto-integrate with GA4.

Scenario 3: Affiliate Marketing with Cost/Commission Tracking

Use case: You pay affiliates per click or commission, want to track total cost in GA4.

Example:

Affiliate link:
?utm_id=AFF-2025-01-PARTNER123&utm_source=affiliate-partner-name&utm_medium=affiliate&utm_campaign=jan-promo

CSV cost data:

Date,Campaign ID,Cost
20250109,AFF-2025-01-PARTNER123,450.00  ← Total commission paid

Why: Lets you compare affiliate ROI to other paid channels in GA4.

Scenario 4: Influencer Campaigns with Paid Budget

Use case: You're paying influencers fixed fees or per-post, want to track ROI.

Example:

Influencer Instagram bio link:
?utm_id=INF-2025-01-INFLUENCERNAME&utm_source=instagram&utm_medium=influencer&utm_campaign=product-launch

CSV cost data:

Date,Campaign ID,Cost
20250109,INF-2025-01-INFLUENCERNAME,2500.00  ← Influencer fee

Why: Enables ROI calculation (conversions vs influencer cost).

When to Skip utm_id (Not Needed)

Scenario 1: Google Ads (Uses gclid)

Google Ads auto-tagging:

https://yoursite.com/sale?gclid=abc123xyz

Why skip utm_id:

• gclid already sends cost data to GA4 automatically
• No CSV upload needed
• Adding utm_id creates unnecessary redundancy

DON'T add:

❌ ?gclid=abc123&utm_id=google-jan-2025&utm_source=google&utm_medium=cpc
(utm_id and manual UTMs unnecessary—gclid handles everything)

Scenario 2: Facebook/Instagram Ads (Uses fbclid)

Facebook auto-tagging:

https://yoursite.com/sale?fbclid=IwAR123xyz

Why skip utm_id:

• fbclid auto-imports cost data via Meta Ads integration
• GA4 automatically calculates ROAS for Facebook campaigns
• No manual setup needed

DON'T add:

❌ ?fbclid=IwAR123&utm_id=fb-jan-2025
(unnecessary)

Scenario 3: Microsoft Ads (Uses msclkid)

Microsoft auto-tagging:

https://yoursite.com/sale?msclkid=abc123xyz

Why skip utm_id:

• msclkid sends cost data to GA4 automatically
• Works like Google Ads integration

DON'T add:

❌ ?msclkid=abc123&utm_id=microsoft-jan-2025
(redundant)

Scenario 4: Email Marketing

Email campaigns:

✅ Correct:
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-jan-9

❌ Wrong (utm_id not needed):
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-jan-9&utm_id=EMAIL-2025-01

Why skip utm_id:

• Email isn't paid advertising (no cost per click)
• No cost data to import
• Adds unnecessary complexity

Exception: If you're paying for sponsored email placements (e.g., newsletter ads in 3rd-party newsletters), then utm_id makes sense for cost tracking.

Scenario 5: Organic Social Media

Organic posts:

✅ Correct:
?utm_source=linkedin&utm_medium=social&utm_campaign=product-launch-post

❌ Wrong:
?utm_source=linkedin&utm_medium=social&utm_campaign=product-launch-post&utm_id=LI-ORG-2025-01

Why skip utm_id:

• Organic posts = no ad spend
• No cost to import
• utm_id serves no purpose

Scenario 6: Referral Partners (Non-Paid)

Partner link:

✅ Correct:
?utm_source=partner-name&utm_medium=referral&utm_campaign=co-marketing

❌ Wrong (unless paying partner):
?utm_source=partner-name&utm_medium=referral&utm_campaign=co-marketing&utm_id=REF-2025-01

Why skip utm_id:

• No cost exchange (organic referral)
• Unless you're paying partner per click/lead

Scenario 7: Content Marketing/SEO

Blog posts, guest posts, PR:

✅ Correct:
?utm_source=guest-post&utm_medium=referral&utm_campaign=industry-blog

❌ Wrong:
?utm_source=guest-post&utm_medium=referral&utm_campaign=industry-blog&utm_id=CONTENT-2025-01

Why skip utm_id:

• No direct ad cost
• ROI tracked differently (content production cost vs individual clicks)

Gray Areas (Use Your Judgment)

Gray Area 1: Sponsored Content

Scenario: You paid $5,000 for a sponsored article on a major publication.

Option A: Use utm_id

?utm_id=SPONSOR-2025-01-TECHCRUNCH&utm_source=techcrunch&utm_medium=sponsored-content&utm_campaign=product-launch

Upload $5,000 cost to GA4, see ROI directly.

Option B: Skip utm_id

?utm_source=techcrunch&utm_medium=sponsored-content&utm_campaign=product-launch

Track conversions but calculate ROI manually (spreadsheet: $5,000 cost / conversions).

Recommendation: Use utm_id if you run multiple sponsored content placements regularly and want centralized ROI tracking in GA4.

Gray Area 2: Podcast Advertising

Scenario: You paid $2,000 for a podcast ad read.

Option A: Use utm_id

?utm_id=PODCAST-2025-01-SHOWNAME&utm_source=podcast-showname&utm_medium=audio&utm_campaign=jan-sponsorship

Import $2,000 cost, track ROI in GA4.

Option B: Skip utm_id

?utm_source=podcast-showname&utm_medium=audio&utm_campaign=jan-sponsorship

Track traffic but calculate ROI separately.

Recommendation: Use utm_id if running multiple podcast ads and want to compare ROI across shows.

Gray Area 3: Print/Offline Advertising with QR Codes

Scenario: Billboard with QR code pointing to yoursite.com/billboard.

Option A: Use utm_id

QR code URL:
?utm_id=BILLBOARD-2025-01-DOWNTOWN&utm_source=billboard&utm_medium=offline&utm_campaign=jan-placement

Import billboard cost ($10,000/month), track ROI.

Option B: Skip utm_id

?utm_source=billboard&utm_medium=offline&utm_campaign=jan-placement

Track scans but calculate ROI manually.

Recommendation: Use utm_id for high-cost offline campaigns where ROI analysis is critical.

What Happens If You Add utm_id When You Don't Need It?

Short answer: Nothing breaks, but it's unnecessary work.

Consequences:

• ✅ Traffic still tracked correctly
• ✅ Sessions/conversions still attributed
• ⚠️ Extra parameter in URLs (slightly longer, no real harm)
• ⚠️ Creates expectation of cost data (but you're not importing any)
• ⚠️ Adds complexity for team (why is this here?)

Example:

Email campaign with utm_id:
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly&utm_id=EMAIL-2025-01

Result:
- Sessions tracked: ✅
- Conversions tracked: ✅
- Cost in GA4: $0.00 (because you're not uploading cost data for email)
- Extra parameter serves no purpose

Verdict: Won't break anything, but adds clutter. Better to omit.

What Happens If You Skip utm_id When You Need It?

Short answer: You can't import cost data reliably.

Consequences:

• ✅ Traffic still tracked (via source/medium/campaign)
• ✅ Conversions still attributed
• ❌ Can't import cost data (GA4 tries to match on campaign name, often fails)
• ❌ No ROI metrics (ROAS, CPA unavailable)
• ❌ Can't compare paid campaigns in GA4

Example:

LinkedIn campaign without utm_id:
?utm_source=linkedin&utm_medium=cpc&utm_campaign=product-demo

Result:
- Sessions tracked: ✅
- Conversions tracked: ✅
- Cost in GA4: $0.00 (can't import without utm_id)
- ROAS: N/A
- CPA: N/A

Verdict: You lose ROI visibility. Add utm_id if you want cost import.

Quick Reference Table

Prevention Checklist

✅ Before creating campaign, ask: "Is this paid and non-auto-tagged?" ✅ If yes → Add utm_id ✅ If no → Skip utm_id ✅ Don't add utm_id to Google Ads, Facebook, or Microsoft campaigns ✅ Don't add utm_id to email, organic social, or referrals ✅ Do add utm_id to LinkedIn, TikTok, Pinterest, and similar ✅ Document utm_id usage for your team

FAQ

Can I add utm_id "just in case" even if I'm not using it now?

You can, but it's not recommended:

• Creates false expectation of cost data
• Adds unnecessary length to URLs
• Confuses team members ("why is this here?")

Better to add only when needed.

What if I start tracking ROI later? Can I add utm_id to existing campaigns?

Yes! You can add utm_id mid-campaign:

• Historical data (pre-utm_id): No cost import
• Future data (post-utm_id): Cost import works

Not ideal (breaks historical ROI), but better than never adding it.

Should I use utm_id for A/B testing campaigns?

Only if they're paid campaigns on non-auto-tagged platforms. The payment status determines utm_id need, not A/B testing.

Example:

LinkedIn A/B test:
Variant A: utm_id=LI-2025-01-DEMO-A
Variant B: utm_id=LI-2025-01-DEMO-B

(Use utm_id because it's LinkedIn, which needs it for cost import)

Can I use utm_id with gclid or fbclid?

Technically yes, but pointless:

• gclid/fbclid already handle cost import
• utm_id won't be used
• Just adds URL clutter

Don't mix:

❌ ?gclid=abc123&utm_id=google-jan-2025
(utm_id ignored, gclid takes precedence)

What about YouTube ads (not Google Ads)?

YouTube ads run through Google Ads, so they use gclid auto-tagging. Don't add utm_id.

Exception: If you're running sponsored/influencer placements (paying creator directly), use utm_id to track that cost.

What if I track ROI in a separate tool (not GA4)?

Then you don't need utm_id. It's specifically for importing cost data into GA4. If you calculate ROI in a spreadsheet, CRM, or BI tool, skip utm_id.

Conclusion

When to use utm_id:

• ✅ Paid campaigns on non-auto-tagged platforms (LinkedIn, TikTok, Pinterest, etc.)
• ✅ When you want to import cost data to GA4
• ✅ When you need ROI metrics (ROAS, CPA) in GA4 reports

When to skip utm_id:

• ❌ Auto-tagged platforms (Google Ads, Facebook, Microsoft)
• ❌ Non-paid traffic (email, organic social, referrals)
• ❌ When you track ROI outside GA4

The decision rule:

IF paid campaign
  AND no auto-tagging
  AND want cost data in GA4
THEN use utm_id
ELSE skip utm_id

Simple as that. When in doubt, ask: "Do I need to import cost data for this campaign?" If yes, add utm_id. If no, skip it.

Related: ROI Tracking with utm_id: Complete Guide