UTM builder
Tag every link you push from social so traffic lands in the right Google Analytics row. Required fields are marked, the rest are optional but useful when you slice campaigns by audience or creative.
Where the traffic comes from. e.g. instagram, twitter, newsletter
The marketing medium. e.g. social, email, cpc
Product or promo name. e.g. spring_sale, launch_v2
Differentiate ads or links pointing to the same URL. e.g. carousel_3
Identify paid keywords for paid search.
UTM rules worth following
Stay consistent with casing
Pick all-lowercase, snake_case and stick to it. utm_medium=Social and utm_medium=social become two different rows in Google Analytics, fragmenting every campaign report.
Source vs. medium
Source is the specific origin (instagram, x, newsletter). Medium is the channel category (social, email, cpc). Putting 'instagram' in medium fragments your reports and hides the channel total.
Never tag internal links
Only tag links that originate outside your site. Tagging links inside your own pages overwrites the original referrer and tells Analytics every visitor came from that internal link.
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