# UTM and AI Referral Parameters Cheatsheet

**Last updated:** 2026-06-19  
**Source:** https://www.lawrencehitches.com/utm-parameters-cheatsheet/

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Every UTM parameter and every AI-referral signature you will see in GA4, in one reference. UTM parameters tag where a visit came from; utm_source and utm_medium are required for GA4 to classify it. AI tools like ChatGPT (utm_source=chatgpt.com) and Claude (claude.ai/referral) append their own referrer when they cite you and a user clicks through.

source and medium are required. They build your GA4 channel. Download PNG

## Standard UTM parameters

UTM parameters are tags you add to a URL so analytics knows where a visit came from. Two are required for GA4 to classify the session correctly; the rest add detail.

| Parameter | What it records | Example | Required? |
|---|---|---|---|
| utm_source | The origin (site or engine) | google, chatgpt.com, newsletter | Yes |
| utm_medium | The channel type | cpc, email, referral, social | Yes |
| utm_campaign | The campaign name | spring_sale_2026 | Recommended |
| utm_term | The paid keyword | ai seo consultant | Optional (paid) |
| utm_content | Which link or ad was clicked | header_cta vs footer_cta | Optional |
| utm_id | Campaign ID (GA4) | abc123 | Optional |

## AI referral signatures in GA4

AI tools append their own referrer when they cite you and a user clicks through. These are not UTMs you set; they are how the visit shows up. Group them into one AI channel.

| Signature | Tool | Shows in GA4 as | Means |
|---|---|---|---|
| utm_source=chatgpt.com | ChatGPT | Referral / chatgpt.com | ChatGPT cited you and the user clicked |
| claude.ai/referral/[date] | Claude | Referral (date-fragmented) | Claude cited your page |
| perplexity.ai | Perplexity | Referral | Perplexity cited your page |
| copilot.microsoft.com | Microsoft Copilot | Referral | Copilot cited your page |
| gemini.google.com | Gemini | Referral | Gemini cited your page |
| Google AI Mode | Google | Usually organic or direct | Hard to isolate from normal Google |

A meaningful share of AI traffic also lands as **direct**, because users copy and paste the URL rather than click. Build one GA4 channel grouping all AI sources, then measure it together. See [how to measure AI search traffic](https://www.lawrencehitches.com/how-to-measure-ai-search-traffic/) and [utm_source=chatgpt.com explained](https://www.lawrencehitches.com/utm-source-chatgpt-explained/).

Bookmark this UTM parameters desk reference: keep it handy for your next audit.

The same work is packaged as free [the Claude SEO skills library](https://www.lawrencehitches.com/claude-seo-skills/) you can drop into Claude Desktop.

This is one of [the full SEO cheatsheet library](https://www.lawrencehitches.com/cheatsheets/), all free.

This sheet is part of the [Technical SEO cheatsheet](https://www.lawrencehitches.com/technical-seo-cheatsheet/), the category hub.

## Frequently asked questions

### Which UTM parameter records the ad a user clicked on?

utm_content is the parameter that distinguishes which specific ad or link was clicked, for example two ads pointing to the same page. utm_term records the paid keyword. utm_source, utm_medium and utm_campaign capture the origin, channel and campaign.

### What does utm_source=chatgpt.com mean?

It means ChatGPT cited your page as a source and the user clicked the link. It appears as referral traffic in GA4 and is the main way to attribute ChatGPT referral visits.

### What is claude.ai/referral in my analytics?

It is Claude's referrer signature, appended when Claude cites your page and a user clicks. The date suffix is the conversation date, not a campaign; group all the date rows into one Claude channel.

### Are utm_source and utm_medium required?

Yes. GA4 needs both to classify a session into a channel. Without them a tagged visit may fall into unassigned or direct.

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*Lawrence Hitches is an AI SEO consultant in Melbourne and Chief of Staff at StudioHawk, Australia's most awarded SEO agency. Agent edition of this site: https://www.lawrencehitches.com/md/index.md*