All templates
UTM naming convention sheet
A UTM naming convention is the agreed list of allowed values and formats for utm_source, utm_medium, utm_campaign, utm_term and utm_content. It keeps reports clean and makes the parameters dependable enough to personalize on.
When to use it: Use it before launching campaigns on a new channel, when reports show the same source under several spellings, or before you start personalizing on UTM parameters.
Rules
- Lowercase only. "LinkedIn" and "linkedin" are two different sources in most analytics tools.
- Hyphens between words, no spaces, no underscores inside values.
- Only use values from the allowed lists below. Add new values to the sheet before using them.
- Never put personal data (names, email addresses, IDs of individuals) in a UTM parameter.
- Use utm_term for the keyword or audience and utm_content for the creative or link. Do not mix them.
Allowed values
| Parameter | Meaning | Format | Allowed values / examples |
|---|---|---|---|
| utm_source | Where the click came from | platform name | google, bing, linkedin, facebook, newsletter, partner-[name] |
| utm_medium | Type of traffic | fixed list | cpc, paid-social, email, referral, display, affiliate |
| utm_campaign | The campaign or send | [yyyy-mm]-[goal]-[theme] | 2026-10-demo-churn, 2026-10-trial-competitor |
| utm_term | Keyword or audience | keyword or audience slug | churn-software, finance-leaders |
| utm_content | Creative, ad or link | [format]-[variant] | video-a, carousel-b, header-button |
Campaign log
| Date | Owner | Channel | utm_source | utm_medium | utm_campaign | utm_term | utm_content | Landing page | Personalized? |
|---|---|---|---|---|---|---|---|---|---|
| [2026-10-01] | [Name] | [Google Ads] | cpc | [2026-10-demo-churn] | [churn-software] | [rsa-a] | [https://example.com/demo] | [Yes / No] |
Automate this in GetIntent
GetIntent's Intent Builder generates tagged URLs from fields you fill in, so values stay consistent, and its rules match on utm_source, utm_medium, utm_campaign, utm_term and utm_content (case-insensitive, contains-match).