Basic rule
Each parameter should answer a clear question: where the click came from, through which channel, for which campaign and with which variant. If a field does not help decide, it can stay absent.
UTM guide
UTM naming conventions for readable campaigns
UTMs are useful only if the team can read them without guessing. A short and stable convention is better than a perfect naming system nobody follows.
Useful for
- Newsletters and paid campaigns
- Growth teams
- Agencies reporting to clients
Business impact
- Comparable sources.
- Fewer duplicates.
- Reports easier to explain.
Guardrails
- Limit free-form variants.
- Document a few examples.
Avoid duplicates
Meta, facebook, fb and paid-social can mean the same thing if nobody decides. Choose one spelling and keep it, otherwise segments become unusable.
Name for humans
A good convention can be understood by someone who did not create the campaign. This is especially important for agencies, team changes and monthly reports.
Measure in Linka Factory
UTMs complement click analytics. They help isolate a source or asset, then decide whether a destination, QR or short link should be fixed.
Related guides
Continue with the closest workflows.
For the next step, see marketing agency client reports.
For the next step, see read click analytics.
For the next step, see choose a campaign URL shortener.
For the next step, see UTM campaigns.
How many UTM fields should really be standardized?
Start with source, medium and campaign. Content and term can remain optional if the team does not read them yet. A short convention that is followed is better than a complete one that is ignored.
How do you avoid duplicates in reports?
Choose an official spelling for each source and medium, then document it. If Meta, facebook, fb and paid-social mean the same thing, segments become hard to read.
Next reading