The short answer
To see campaign results in GA4, open Reports → Acquisition → Traffic acquisition, change the primary dimension to Session campaign (or Session source / medium), and look at sessions, engaged sessions and key events for each campaign. Use the date picker to compare periods. If campaigns show as (not set) or Unassigned, your UTM tags are missing or use non-standard mediums.
Before you start
By the end of this SOP
A saved view or exploration showing visits and key events by campaign and source for the last 30 days.
- Time
- 15–20 minutes
- You’ll need
- GA4 with key events set up (SOP 009) and links tagged with UTMs (use the free UTM builder).
- Who does this
- Anyone reporting on marketing results.
About this SOP: why it matters, where and when
Why it matters: It shows which campaigns bring engaged visitors and leads, not just clicks, so budget and effort go to what works.
Where: GA4 → Reports → Acquisition, and Explore.
When: Weekly during campaigns, and for monthly reports.
Stage 1
Open Traffic acquisition
- 1
In GA4, open Reports → Acquisition → Traffic acquisition.
- 2
Click the dropdown above the first column and change “Session primary channel group” to Session campaign.
- 3
Set the date range in the top right, and turn on Compare to see the previous period.
- 4
Scroll right to the Key events column and choose the key event that matters (for example generate_lead) from its dropdown.
Stage 2
Break it down by source and post
- 1
Click the + next to the primary dimension and add Session source / medium as a secondary dimension.
- 2
To see individual posts or ads, use Session manual ad content (your utm_content values) as the secondary dimension.
- 3
Use the search box above the table to filter one campaign, for example nov-batch.
Stage 3
Fix (not set) and Unassigned
- 1
(not set) campaign: the visit had no utm_campaign (for example normal organic or direct traffic). That is normal for untagged traffic.
- 2
Unassigned channel: the source and medium don’t match GA4’s rules. Use standard mediums such as social, paid-social, email or referral.
- 3
Never add UTMs to internal links on your own site; they start a new session and overwrite the real source.
Tip
Check any link before sharing with the free UTM builder. It shows which GA4 channel the link will land in.
Stage 4
Save a reusable report
- 1
Go to Explore → Free form. Add dimensions Session campaign, Session source / medium and Session manual ad content, and metrics Sessions, Engaged sessions and Key events.
- 2
Drag Session campaign to Rows and the metrics to Values. Name it “Campaign results”.
- 3
Share it with the team (Share exploration), and use it for weekly checks and the monthly report.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Tag three links with UTMs (Instagram bio, a WhatsApp broadcast and an email), use them for a week, then build the Campaign results exploration.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
What is the difference between session and first user campaign?
Session campaign shows the campaign that started each visit. First user campaign shows the campaign that first brought each user. Use session for campaign performance and first user for acquisition.
Why don’t my Google Ads campaigns show utm values?
Google Ads uses auto-tagging (gclid), so campaign names come from the linked Google Ads account, not UTMs. Make sure GA4 and Google Ads are linked.
How long until UTM visits appear in GA4?
They show in Realtime within minutes and in standard reports within about 24–48 hours.
Done. That’s a real skill, not a certificate.
Next: SOP 314 — Give an Agency or Freelancer Access to GA4 and Google Tag Manager →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track