Short answer
- Use source for where the click comes from, such as newsletter, google, linkedin, or partner-name.
- Use medium for the marketing channel, such as email, cpc, social, referral, or banner.
- Use campaign for the specific promotion or launch name, such as june-launch or free-tools.
Example naming patterns
| Use case | Source | Medium | Campaign |
|---|---|---|---|
| Newsletter link | newsletter | june-tools-update | |
| Paid search ad | cpc | text-tools-launch | |
| LinkedIn post | social | seo-tools-launch | |
| Partner link | partner-name | referral | utility-directory |
Keep names consistent
UTM values are case-sensitive in analytics tools. A report can split newsletter, Newsletter, and NEWSLETTER into separate values.
Lowercase names with hyphens are easier to reuse and compare across campaigns.
Avoid private data
UTM parameters are visible in URLs. Do not include names, email addresses, payment details, private identifiers, or secrets.
If a value includes spaces or special characters, the UTM Builder will encode the final URL.
FAQ
Are UTM parameters case-sensitive?
Yes. Treat UTM names as case-sensitive and use one lowercase naming pattern so reports stay easier to read.
Do I need all five UTM parameters?
No. Source, medium, and campaign are the most useful starting point. Term and content are optional details.
Can UTM parameters include spaces?
They can be encoded in the URL, but hyphenated lowercase values are usually cleaner for reporting.