UTM parameters are the short tags added to the end of a link to tell your analytics tool where a visit came from. They are simple, but they are also easy to get wrong. One person writes “Facebook”, another writes “facebook” and a third writes “fb”. Suddenly your reports show three sources instead of one.
The five UTM parameters
- utm_source: where the traffic comes from, such as a newsletter or a specific website.
- utm_medium: the type of channel, such as email, social or paid search.
- utm_campaign: the name of the campaign or promotion.
- utm_content: used to tell apart different links or creatives in the same campaign.
- utm_term: often used for paid search keywords or audience details.
Rules that keep data tidy
- Always use lowercase letters.
- Use hyphens or underscores instead of spaces, and pick one.
- Keep a fixed list of approved sources and mediums.
- Use a clear, repeatable format for campaign names, such as year, month and topic.
- Avoid personal information in any parameter.
- Never add UTM tags to links within your own website.
Why internal UTMs cause problems
If you add UTM tags to links between pages on your own site, your analytics tool may treat each click as a new visit from a new source. That breaks the link between how someone first arrived and what they did next. For internal promotions, use other methods, such as event tracking.
Make it easy to do the right thing
A naming guide only works if people use it. Create a shared spreadsheet or simple link builder with drop-down options for source and medium. Keep it where your team can find it. Review your campaign reports regularly and correct any new variations quickly, before they spread.
Clean UTM naming is a small habit that makes every report more reliable. If you would like a ready-made naming guide for your team, the Northpeak team would be happy to share our approach.
