What UTM parameters do
UTM parameters label a destination URL with campaign context that analytics platforms can read. The most common fields are source, medium, and campaign.
Use stable naming rules so the same channel does not fragment into values such as Instagram, instagram, ig, and instagram-social.
- utm_source identifies the platform or partner
- utm_medium identifies the traffic type
- utm_campaign identifies the initiative
- utm_content separates creative variants
A practical naming convention
Use lowercase values, replace spaces with hyphens, and keep a shared campaign-name list for teams. Do not place personal information or secrets into UTM values because they remain visible in the URL.
After generating the URL, open it once and confirm the destination receives every parameter before distributing it.
- Lowercase values
- Hyphens instead of spaces
- No private information
- Test the final destination