UTM naming conventions

Why Naming Conventions Matter

Consistent UTM naming conventions are crucial for clean, actionable analytics data. Without standards, you'll end up with fragmented data like "Email", "email", and "e-mail" being tracked as three different mediums, making analysis difficult and reports unreliable.

Core Principles

1. Use Lowercase Only

Analytics tools are case-sensitive. Always use lowercase to avoid duplicates.

❌ Bad: utm_source=Facebook
✅ Good: utm_source=facebook

2. Use Underscores for Spaces

Never use actual spaces in UTM values. Use underscores (_) to separate words.

❌ Bad: utm_campaign=Spring Sale 2024
✅ Good: utm_campaign=spring_sale_2024

3. Be Descriptive but Concise

Use names that clearly identify the source, medium, or campaign without being overly verbose.

❌ Bad: utm_campaign=the_big_spring_sale_campaign_for_all_products_2024
✅ Good: utm_campaign=spring_sale_2024

4. Use Consistent Categories

Establish standard values for each parameter and stick to them.

Recommended Naming Standards

utm_source Values

utm_medium Values

utm_campaign Format

Use a consistent structure: [campaign_type]_[descriptor]_[date]

Examples:

• sale_spring_2024
• launch_product_x
• retargeting_cart_abandoners
• webinar_growth_hacking_nov24

Creating a UTM Taxonomy Document

Maintain a shared document with:

• Approved source values
• Approved medium values
• Campaign naming patterns
• Examples of correct usage
• Team members responsible for creating UTMs

Related Tools

• Bulk UTM Builder - Create URLs with consistent naming
• UTM Parameters Explained - Learn the basics

FAQ

Q: Should I use hyphens or underscores?
A: Underscores are generally preferred as they're more readable in URLs and reports. Choose one and be consistent.

Q: How do I handle special characters?
A: Avoid them. Use only letters, numbers, and underscores. Replace & with "and", @ with "at", etc.

Q: What if a partner uses different naming?
A: Document the discrepancy and consider using your own UTMs even on shared campaigns to maintain consistency in your analytics.