What AI Web Push already tags with UTM and how to tell each campaign apart

You do not need to add UTM to every campaign link. UTM is a mark at the end of the link address, which Google Analytics reads to know where the visit came from. AI Web Push already tags the campaigns created in the panel and the automatic post pushes by itself. What is worth doing is giving each campaign its own name, so that Google Analytics (GA4) shows each one on its own line. This guide shows what already comes ready, where to change it and what to avoid.

What AI Web Push tags by itself

The UTM is built at sending time, by AI Web Push, and not by the plugin. The address the reader opens is your link with the parameters at the end. There is no redirect or link shortener in between, and the notification button, when there is one, opens the same address.

The table shows what each way of sending tags by default, in the order source, medium and campaign.

The screen and field names in this table are the panel's own, and the Welcome Drip values are the factory ones. Welcome Drip steps created in the panel also land on the auto_push / push line in GA4, and the welcome_drip campaign tells them apart from the other campaigns.

How Google Analytics uses these three fields

GA4 reads seven UTM parameters, utm_id, utm_source, utm_medium, utm_campaign, utm_source_platform, utm_term and utm_content. Two others, utm_creative_format and utm_marketing_tactic, Google says do not appear in the reports.

Google recommends always using three of them together, utm_source (the source), utm_medium (the medium) and utm_campaign (the campaign), and those are the three that AI Web Push fills in. If one is missing, what is missing shows as "(not set)" in the reports.

Three cautions about what you write in these fields.

• Google treats uppercase and lowercase as different. "Push" and "push" become two lines in the report. Write everything in lowercase.
• Special characters need encoding, and AI Web Push puts the value in the address exactly as you type it. So use only lowercase letters without accents, numbers and the underscore. No spaces.
• Keep the medium as push. The medium decides the channel, as you see next.

The "Mobile Push Notifications" channel

With utm_medium=push, GA4 puts the visit in the "Mobile Push Notifications" channel. Google does not say how the line shows up on your screen. Google's rule says that a medium ending in push goes into that channel. The channel description talks about phones and apps and does not mention browser push, but it is the rule that classifies the visit. So a push that opens on a computer should also appear there.

By Google's channel rule and by the list of sources it publishes, we found no default AI Web Push value that runs into another channel.

If the push goes out without UTM

Without UTM, the push does not get a line of its own. Under Google's rules, the visit may be credited to the last source the reader used before, or to Direct traffic. So the visits from the push may be spread across other channels.

How to tell one campaign from another

By default, every panel campaign goes out with the same three values. In GA4, they all show up as a single campaign, "push_notification", and the numbers add up. To see each campaign on its own line, give each one a different name.

1. In the AI Web Push panel, open "Campanhas" (Campaigns), in the "Principal" (Main) menu, and click "Nova Campanha" (New campaign).
2. Choose the site, if your account has more than one, and fill in the campaign content as usual.
3. Open the collapsed section "Google Analytics". Inside it, under "Parâmetros UTM" (UTM parameters), there are three fields already filled in, "UTM Source (opcional)" with auto_push, "UTM Medium (opcional)" with push and "UTM Campaign (opcional)" with push_notification. The word "opcional" means optional.
4. Change only "UTM Campaign" to a name that identifies the campaign. For example, promo_october.
5. Do not clear "UTM Source" or "UTM Medium". If either one is empty, the push goes out without UTM.
6. Send or schedule the campaign as usual.
7. On the next campaign, repeat with another name. It helps to keep a list of the names already used, so you do not repeat one by mistake.

If you edit a scheduled campaign and clear the UTM, the old value comes back. To change it, type the new value over the old one.

How to tell automatic posts apart from campaigns

The automatic post push uses the site's UTM, and it is the same for every post. You choose one name per site, and not one name per post.

1. In the panel, open "Configurações" (Settings) and then "Sites".
2. Choose the domain and open the "Google Analytics" section.
3. You will see the fields utm_source, utm_medium and utm_campaign. All three are required, and each one accepts from 2 to 25 characters.
4. Change only the campaign field. For example, to automatic_post. That way, automatic posts stay apart from the campaigns you create in the panel.
5. Save and check on the next automatic post.

Each site has its own UTM. A new site is born with the same default values, and the UTM does not tell one site from another in GA4.

How to see each campaign in Google Analytics

After sending and the first clicks, open GA4.

1. Open "Reports", then "Acquisition" and "Traffic acquisition".
2. In the table, change the dimension of the first column to "Session campaign". Each "UTM Campaign" value becomes a line.
3. To see source and medium together, use "Session source / medium". The line for the AI Web Push default is auto_push / push.
4. If the line does not show up right away, wait. Google says data processing can take 24 to 48 hours.

GA4 has to be installed on your site. If it is not yet, see How to add Google Analytics (GA4) to your site using a plugin, code or GTM.

Cautions about the link

• If the link already has UTM, AI Web Push does not touch it. When the campaign or post link already carries utm_source, utm_medium or utm_campaign, AI Web Push adds nothing, and the form fields are ignored. This holds for panel campaigns, for API campaigns and for the automatic post push.
• Write all three or none. If the link has only one of them, AI Web Push does not fill in the others. In GA4, what is missing shows as "(not set)", and the channel will probably end up as "Unassigned".
• Do not leave the campaign empty. If you clear only "UTM Campaign", the push goes out with source and medium and without a campaign, and the campaign shows as "(not set)" in GA4.
• The form has no field for utm_content. If you need it, write the whole link by hand, with the three main parameters together.
• Avoid links with "#". The AI Web Push UTM goes at the end of the address, after the "#", and there it becomes part of the fragment and not of the query. We did not find any confirmation from Google that GA4 reads UTM in that place. Treat that push as if it had no UTM and use a link without "#".
• Welcome Drip. In Welcome Drip, AI Web Push adds its own UTM even when the link already carries one, and the address ends up with the UTM twice. We do not know which value GA4 reads in that case. So do not write UTM in those links, and change the values in the "Parâmetros UTM" (UTM parameters) modal of the step.
• The words shop and shopping. Avoid those words in the campaign name. This is a caution of ours, and not a Google rule. Google has a shopping channel that looks at the campaign name, and we do not know in which order it evaluates the channels.
• A source that looks like a social network. The simplest is not to touch "UTM Source". If you do, avoid names of social networks or search engines, such as facebook or whatsapp, because Google may send the visit to another channel before it reaches the push channel. This is also a caution of ours, based on the list of sources that Google publishes.

Do not confuse it with the "Captura UTM" screen

In the panel, the "Captura UTM" (UTM capture) screen, inside "Analytics", shows the source, medium and campaign of the page where the reader subscribed. It does not show which push the click came from. It only works with plugin 1.8.2 or newer.

An honest warning

• UTM tells campaigns apart in GA4, but it does not prove how much each push earned. For revenue, see How to see the revenue from your push notifications (UTM, GA4 and Ad Manager).
• By default, GA4 ends a visit after 30 minutes without activity. If the reader was already on your site, the click on the push will probably not open a new visit, and the source stays the earlier one. So the push of someone who was reading at that moment may count for less in GA4 than it was worth.

Frequently asked questions

1. Do I need to add UTM to every campaign link?

No. A campaign created in the panel and the automatic post push already go out with UTM. Type the UTM by hand only if you want something the form does not allow, such as utm_content.

2. What happens if I clear "UTM Source" or "UTM Medium"?

The push goes out without UTM. In GA4, the visit may be credited to the reader's last source or to Direct traffic, and the push does not get a line of its own.

3. Does the notification button lead to another address?

No. The button opens the same address as the notification, with the same UTM. AI Web Push does not use redirects or link shorteners.

4. I edited a scheduled campaign and cleared the UTM. Why did the old value come back?

When you edit a scheduled campaign, a cleared UTM goes back to the value that was saved. To change it, type the new value over it.

5. I have more than one site. Does UTM tell one from the other?

No. Each new site is born with the same default UTM. In GA4, sites are told apart by data stream or by host name.

6. Why does GA4 show "Mobile Push Notifications" if my push opens on a computer?

Because Google's rule looks at the medium, and push meets the rule. The name talks about phones, but the rule does not tell phones from computers.

Read more at Google

• UTM parameters in Google Analytics
• Default channel groups in Google Analytics
• The Traffic acquisition report
• Data processing time

The Google pages cited were checked on October 13 and 14, 2026.