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Rules for Using UTM Parameters

January 27, 2024
5 min read

UTM parameters are snippets of code that you can add to the end of a URL to track the source, medium, and campaign of your website traffic. This information can be used to measure the effectiveness of your marketing campaigns and make better decisions about your future marketing efforts.

Here are 5 rules that you should always follow when using UTM parameters:

  1. Never share the UTM parameters in the link: This makes your link look unprofessional and can also make it difficult for people to remember. Instead, use a link shortener like Rebrandly to create a clean and memorable link.
  1. Always use lowercase letters: This will help to ensure that your UTM parameters are consistent and that you don't accidentally create two identical campaigns.
  1. Be specific with your keywords: The more specific your keywords are, the more accurate your data will be. For example, instead of using the keyword "social-media" for all of your social media campaigns, use the specific platform names, such as "twitter" or "facebook."
  1. Never use spaces, use dashes instead: Spaces are not allowed in URLs. If you use a space when creating a UTM parameter, it will be replaced with a "%20" symbol. This can make your link difficult to read and remember.
  1. Keep your keywords consistent: Once you choose a keyword for a particular campaign, stick with it. This will help you to track your results more accurately.

By following these rules, you can ensure that you are using UTM parameters correctly and getting the most out of your marketing campaigns.

Here are some additional tips for using UTM parameters:

  • Use unique UTM parameters for each campaign. This will help you to track the performance of each campaign individually.
  • Use relevant UTM parameters. The UTM parameters you use should be specific to the campaign you are tracking.
  • Don't use UTM parameters for malicious purposes. UTM parameters can be used to track traffic, but they should not be used to track personal information or to track traffic for illegal purposes.

By following these tips, you can use UTM parameters to track your website traffic and measure the effectiveness of your marketing campaigns. See for yourself and sign up for a free 14-day trial.

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