What UTM parameters do
UTM parameters are labels added to a destination URL. When someone follows the link, an analytics platform can use those labels to classify the visit. The parameters do not change the page content.
Google Analytics identifies common parameters including utm_source, utm_medium and utm_campaign. Additional fields can distinguish creative versions, paid keywords and campaign IDs.
The five familiar fields
utm_source identifies the platform or referrer, such as newsletter or instagram
utm_medium identifies the channel type, such as email, paid_social or qr
utm_campaign identifies the promotion, such as fall_open_house
utm_content distinguishes creative versions or placements
utm_term is commonly used for paid-keyword information
Build a consistent naming system
UTM values are case sensitive in reporting. SpringSale, spring_sale and spring-sale may appear as separate values. Choose a standard before launch. Lowercase words separated with underscores are easy for teams to maintain.
Create a small naming guide that defines approved sources and media. The goal is not to produce the longest URL; it is to create labels that remain understandable months later.
A complete example
A newsletter link for a fall campaign could use:
https://example.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=fall_launch&utm_content=top_button
A QR code on a front-window poster for the same campaign could use utm_source=store_window and utm_medium=qr. Keeping the same campaign name allows the placements to be compared while preserving their differences.
Shorten after tagging
Create the complete UTM-tagged destination first, test it and then shorten it. The short link hides the long query string from the public message while preserving the campaign information at the destination.
Use a different managed link for every important placement. This gives you both short-link engagement reports and destination analytics.
Common mistakes
Using different capitalization for the same source
Tagging internal website links, which can overwrite the original acquisition source
Putting personal information into parameter values
Reusing one link across channels that need separate measurement
Launching without opening and testing the completed URL
Turn reports into decisions
Review campaign traffic alongside outcomes such as registrations, purchases or completed forms. A channel with fewer visits may still produce better results. Record what changed between campaigns so the next comparison is meaningful.
JujuBots can manage tagged destinations and organize links by campaign. Google Analytics documentation recommends using consistent source, medium and campaign values to prevent fragmented reporting.
Recommended internal links
Create a free JujuBots account
External reference: Google Analytics guidance on campaign URL parameters
