This is the link when I generate the tracking tail with Campaign URL Builder today:


Notice the # symbol after example.com. Why is it not & as usual (or as I usually see)? What is the difference between the two symbols?

1 Answer 1


If you have checked the option Set the campaign parameters in the fragment portion of the URL (not recommended) immediately under the field that gives you the completed URL, then the URL builder will append the parameters with a # instead of a ?.

By default GA will look for custom utm campaign tracking parameters appended with a ? or #.

  • that only applies to custom utm campaign tracking parameters though, anything else appended with or following after a # will not be tracked without modifying the GA tracking code snippet.

Not sure why it says not recommended. In days gone by, it was considered "better" practice to use a # for unpaid campaign utm parameters.

  • I'm not sure I understand this. So both # and ? are acceptable, and none of them has a special use than the other? But then, what does that option mean? And do you mean that to use the #, I need to modify the code snippet?
    – Ooker
    Aug 8, 2019 at 4:17
  • 1
    Yes, both # and ? are acceptable.. some sites due to how they are setup do not recognize parameters appended with a ? they will get removed. Using a # instead can be a quick,easy alternative. No you dont have to edit the code snippet if you are only appending utm custom campaign parameters with the # eg example.com/#utm_source=testsource&utm_medium=testmedium&utm_campaign=testcamp&some=param will track the source/med/campaign fine, but &some=param wont show in the pageview report as part of the url unless the tracking code is edited to work with anchors for other appended parameters
    – Bronwyn V
    Aug 8, 2019 at 7:11
  • But using a ? can dramatically slow page speed down compared to a #.
    – Dan
    Apr 21, 2023 at 7:58

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