How to Create Effective UTMs for Your Campaigns

Creating effective UTMs isn't just about adding random parameters to a URL. It's about creating a naming strategy that makes analyzing and optimizing your campaigns easier.

Fundamental Principles

1. Consistency is Key

Always use the same values for the same sources. If you use "facebook" today, always use "facebook". Avoid variations like "fb", "Facebook", or "facebook-ads".

2. Be Descriptive

Clear names make identification easier. Instead of "campaign1", use "product-x-launch-january-2026".

3. Use Lowercase

Makes analysis easier and avoids duplicates in Google Analytics. "Facebook" and "facebook" are treated as different sources.

4. Avoid Spaces and Special Characters

Use hyphens or underscores. Avoid spaces, accents, and special characters that can cause problems.

Recommended Structure

utm_source (Source)

Clearly identify the traffic source:

• google for Google
• facebook for Facebook
• linkedin for LinkedIn
• newsletter for emails

utm_medium (Media Type)

Describe the media type:

• cpc for paid ads
• email for email campaigns
• social for social media
• organic for organic search

utm_campaign (Campaign Name)

Be specific and descriptive:

• product-x-launch
• black-friday-2026
• weekly-newsletter

How Sourmize Makes it Easy

Sourmize uses AI to automatically generate professional UTMs, following all best practices. You just need to describe your campaign, and Watson does the rest.

Conclusion

Effective UTMs are the foundation of a successful marketing strategy. With Sourmize, you can create professional UTMs without needing to memorize all these rules. Try it free!