Lesson 2 of 10Article16 minFREE
Design a UTM System
Design a UTM System
01Required parameters
- utm_source — instagram, google, newsletter, partner_x
- utm_medium — cpc, email, social, referral, qr
- utm_campaign — diwali_sale_2026, leadgen_may
- utm_content (optional) — creative or CTA variant
- utm_term (optional) — paid search keyword tracking
02Governance that saves reports
- Lowercase everything
- One separator style (underscores or hyphens)
- Shared dictionary sheet for the team/client
- Never put PII in UTM values
- Preserve query params when shortening links