Ace the Google Analytics IQ Test 2026 – Unleash Your Data Superpowers!

The correct answer is based on the standard UTM parameters that Google Analytics recognizes by default for tracking marketing campaigns. The parameters utm_source, utm_medium, and utm_content are all part of the predefined set of parameters that Google Analytics uses to categorize and analyze traffic.

The utm_source parameter identifies the source of traffic, such as a search engine or newsletter. The utm_medium parameter specifies the medium that brought visitors to the site, like email or CPC (cost per click). The utm_content parameter is often used to differentiate similar content or links within the same ad, allowing for more granular tracking.

On the other hand, utm_adgroup is not a standard parameter recognized by Google Analytics by default. While it can be used for tracking in certain campaigns, especially in Google Ads, it is not included in the default list of UTM parameters set by Google Analytics. To use utm_adgroup, you would need to manually define it in your campaign URLs, making it less universal for all users compared to the other parameters listed.