Create consistent campaign tracking URLs
UTM parameters help analytics systems identify where campaign visits came from. The value of UTMs comes from consistent naming: if one team uses facebook, another uses Facebook and another uses fb, reporting becomes unnecessarily fragmented.
The five UTM parameters
| Parameter | Purpose | Example |
|---|---|---|
| utm_source | Traffic source or platform | |
| utm_medium | Marketing channel | cpc |
| utm_campaign | Campaign name | summer_offer |
| utm_term | Keyword or targeting detail | optional |
| utm_content | Creative or link variation | blue_banner |
UTM naming best practices
- Choose lowercase or another consistent case convention.
- Use one standard for spaces, such as hyphens or underscores.
- Keep source and medium names stable across campaigns.
- Document your naming rules so everyone uses the same values.
How to use the UTM builder
- Enter the final destination URL.
- Add source, medium and campaign name.
- Add term or content when they are useful for your reporting.
- Copy the generated URL and use it in the external campaign.
Frequently asked questions
Which UTM parameters are supported?
The builder supports utm_source, utm_medium, utm_campaign, utm_term and utm_content.
Do UTM parameters change the landing page?
They are query parameters added to the destination URL so analytics platforms can attribute campaign traffic. The underlying page path remains the same.
How should I name UTM values?
Use a consistent naming convention. Lowercase values and a standard separator such as hyphens or underscores help prevent fragmented reporting.
Should I use UTMs on internal website links?
Usually no. Internal UTM links can overwrite the original acquisition information in analytics. Use them primarily for external campaign links.