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How-to guide · LinkForge

How to build UTM links that track correctly

UTM parameters are how analytics attributes traffic to a campaign. The catch: utm_source=Newsletter and utm_source=newsletter are two different sources, and one stray space breaks your reports. This guide covers a UTM convention that keeps your data clean.

Updated 2026-08-23 Local-first No upload

The five UTM parameters, briefly

  • utm_source - where traffic comes from, e.g. newsletter, google, reddit
  • utm_medium - the channel type, e.g. email, cpc, social
  • utm_campaign - the campaign name, e.g. spring-sale-2026
  • utm_content - distinguishes variants, e.g. hero-cta versus footer-cta
  • utm_term - paid search keyword, mainly for search ads

The convention that keeps reports clean

Pick one casing and stick to it. Lowercase with hyphens is the most common: utm_source=newsletter, utm_medium=email, utm_campaign=spring-sale-2026. Decide once, document it for the team, and never type UTM parameters by hand - a builder tool enforces the pattern automatically.

Consistency matters more than any individual choice. Analytics treats SummerSale and summersale as different values, and splitting reports are impossible to reconcile later.

Build the link, then take it offline

Every campaign link can also carry a QR code. Because the code encodes the full UTM link, offline scans from flyers, packaging, or event signage land in the same campaign report as online clicks. Generate the QR at the same time you build the link and store both together.

Validate before you ship

  1. Fill in source, medium, and campaign as the minimum set.
  2. Check the URL is HTTPS and the parameters are correctly encoded.
  3. Open the finished link once in a private window and confirm the analytics hit appears with the right parameters.
  4. Attach the QR code for any printed or offline placement.
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Frequently asked questions

Is UTM case sensitive?

Yes. Analytics treats SummerSale and summersale as different values. Pick one convention, typically lowercase with hyphens, and apply it everywhere.

Which UTM parameters are required?

Source, medium, and campaign are the standard minimum. Content and term are optional and used to distinguish variants or paid keywords.

Do UTM links need a URL shortener?

No. The output is your URL with UTM parameters appended. A shortener adds a redirect layer and can strip or alter parameters - avoid it unless a platform requires it.

Why does my URL need to be HTTPS?

HTTPS base URLs match where modern landing pages live and avoid mixed-content warnings. UTM builders validate this before output.