Why UTMs matter
UTMs are the glue between ads, analytics, and CRM. If they’re inconsistent, you lose attribution clarity and waste optimization time.
Recommended fields
- utm_source: google, meta, linkedin
- utm_medium: cpc, paid_social, email
- utm_campaign: product_audience_offer
- utm_content: creative_hook_variant
Rules
- Lowercase only
- No spaces (use underscores)
- Keep campaign names stable over time
Tip
Align UTM campaign naming with your campaign naming inside the app so it stays readable in both places.