UTM Campaign Builder
Build campaign tracking URLs with consistent naming conventions. Designed for marketing teams running multi-channel campaigns.
Recommended Naming Pattern
{source}_{medium}_{campaign-name}_{quarter}_{year}
Example: google_cpc_spring-sale_q2_2026
Campaign Naming Conventions
Always use lowercase
UTM parameters are case-sensitive. "Spring_Sale" and "spring_sale" appear as different campaigns in Google Analytics. Stick to lowercase.
Use underscores instead of spaces
Spaces become "%20" in URLs which looks messy and can break in some tools. Use underscores or hyphens: "spring_sale" or "spring-sale".
Include date or quarter
Add time context to campaign names: "spring_sale_q2_2026" or "webinar_mar2026". This makes filtering by time period easy in analytics.
Use utm_content for A/B testing
Keep campaign name the same across variants. Use utm_content to differentiate: "banner_v1" vs "banner_v2" or "cta_red" vs "cta_blue".
Document your naming system
Create a shared document with your team listing approved source, medium, and campaign name formats. This prevents "facebook" vs "Facebook" vs "fb" chaos.
Campaign Builder FAQ
What is a UTM campaign URL?
A UTM campaign URL is a regular web link with tracking parameters appended. These parameters — source, medium, campaign, term, and content — tell Google Analytics exactly where your traffic came from and which campaign drove it.
Is utm_campaign required?
Technically only utm_source and utm_medium are required. However, utm_campaign is strongly recommended as it groups all your traffic under a single campaign name, making it easy to measure overall campaign performance.
How should I name my campaigns?
Use a consistent pattern: lowercase, underscores instead of spaces, and include time context. Example: "product_launch_q2_2026". Avoid generic names like "test" or "campaign1".
Can I use the same campaign name across multiple sources?
Yes, and you should. Using "spring_sale" as utm_campaign across Google, Facebook, and email lets you see total campaign performance in Google Analytics, while source and medium show the breakdown by channel.
How do I track A/B tests with UTM parameters?
Keep utm_source, utm_medium, and utm_campaign identical for both variants. Use utm_content to differentiate: "hero_image_v1" vs "hero_image_v2". This lets you compare variants within the same campaign in analytics.