Free UTM builder

UTM Parameter	Description	Required	Example
URL	Use to specify the URL of the website linked to your campaign	Mandatory	https://usermaven.com
Campaign name	Names the specific campaign to track (e.g., summer_sale, product_launch)	Mandatory	utm_campaign=black-friday-sale
Medium	Specifies the marketing medium (e.g., email, CPC, organic)	Mandatory	utm_medium=organic
Source	Identifies the traffic origin (e.g., newsletter, social media)	Mandatory	utm_source=social media
Campaign ID	Use to identify the unique campaign ID	Optional	utm_campaign_id=123456
Content	Describe ad or content variation (if applicable)	Optional	utm_content=ad_variant
Term	Includes keywords for paid search (if applicable)	Optional	utm_term=keyword

Avoid these UTM mistakes
for accurate campaign data

Below, we explore the most frequent UTM tagging mistakes and provide actionable tips on
how to avoid them, ensuring your data is clean, consistent, and reliable.

1. Inconsistent naming conventions

Using inconsistent naming conventions in your UTM tags is one of the most common errors. For example, if you label one campaign as "summer_sale" and another as "SummerSale," the inconsistency will cause your analytics platform to treat them as separate entities, even if they’re part of the same campaign. This fragmentation makes it harder to track overall performance.

Establish a clear and consistent naming convention from the start. For instance, always use lowercase letters, replace spaces with underscores, and decide on a standard format for your campaign names, such as "brand_campaign_source." By sticking to this format across all campaigns, you'll maintain clean and easily interpretable data.

2. Mislabeling the source and medium

Failing to accurately label the source and medium in your UTM tags can result in misleading data. For example, if you mistakenly label the source as "facebook" when the traffic is actually coming from an email campaign, your data will be inaccurate, leading to poor decision-making.

Always double-check the source and medium parameters before launching your campaign. The source should indicate where the traffic is coming from (e.g., "google," "facebook"), while the medium should describe how users arrived at your site (e.g., "cpc," "email"). Consider using Usermaven’s UTM builder to ensure these parameters are correctly labeled.

3. Forgetting to tag all links in a campaign

Another common mistake is forgetting to add UTM tags to every link associated with a campaign. For example, you might tag the links in your email newsletter but forget to tag the links in your social media posts. This oversight results in incomplete tracking, making it difficult to measure the full impact of your campaign.

Make it a rule to tag all links associated with a campaign, whether they appear in emails, social media posts, paid ads, or blog posts. Consistency is key to capturing a complete picture of your campaign's performance.

4. Reusing UTM tags across multiple campaigns

Reusing the same UTM tags for different campaigns is a recipe for confusion. For example, if you run a “Back-to-School” campaign in both July and August but use the same UTM tags, it becomes challenging to distinguish which traffic is attributed to which month. This makes it difficult to assess the effectiveness of each campaign individually.

Create unique UTM tags for each campaign. If you’re running multiple campaigns with similar themes, consider adding a date or specific identifier to your tags (e.g., "back_to_school_july" vs. "back_to_school_august") to keep your data distinct and organized.

5. Skipping UTM tag testing before launch

Launching a campaign without testing your UTM tags can lead to data tracking errors. For instance, you might forget to include the campaign name parameter, or accidentally input an incorrect medium, resulting in incomplete or inaccurate data.

Always test your UTM tags before launching any campaign. Use Usermaven’s UTM builder to create test links and verify that your tags are tracking the correct parameters. Testing ensures you catch any errors before they affect your campaign data.

6. Not tracking the right parameters

Tracking incorrect or incomplete parameters can result in gaps in your data. For example, if you’re running a paid search campaign but fail to include the keyword or ad content in your UTM tags, you’ll miss valuable insights into which aspects of your campaign are driving the most traffic.

Tailor your UTM tags to capture the most relevant parameters for each campaign. For a paid search campaign, include the campaign name, keyword (term), and content to track performance effectively. For a social media campaign, consider tracking the campaign name and social platform to gauge success across different channels.

7. Ignoring case sensitivity and formatting rules

Most analytics tools are case-sensitive, meaning "Summer_Sale" and "summer_sale" will be treated as separate entities. Additionally, not replacing spaces with underscores can cause errors in tracking, leading to data inconsistencies.

Adopt a best practice of using only lowercase letters and replacing spaces with underscores in all UTM tags. For example, instead of "Summer Sale," use "summer_sale." This consistency prevents data fragmentation and ensures accurate reporting.

8. Using special characters in UTM tag values

Including special characters (e.g., &, %, $) in your UTM tags can interfere with data tracking. For example, using "discount&deal" as a campaign name might cause errors in how your analytics tool records the data.

Stick to alphanumeric characters (letters and numbers) in your UTM tag values. If you need to separate words, use underscores. For instance, instead of "deal&discount," use "deal_discount." This practice ensures that your UTM tags are correctly interpreted by analytics tools.

9. Neglecting Usermaven’s UTM builder

Creating UTM tags manually can lead to mistakes, especially if you're managing multiple campaigns. Usermaven’s URL builder is a reliable tool that simplifies the process by guiding you through each step, reducing the likelihood of errors.

Make it a habit to use Usermaven’s UTM builder for all your UTM tagging needs. This tool helps ensure that your tags are consistent, accurate, and complete, saving you time and reducing the risk of tracking errors.

10. Failing to keep UTM tags up-to-date

Over time, campaigns evolve, and so should your UTM tags. It is important not to use outdated tags because this can lead to inaccurate data tracking and poor decision-making.

Regularly review and update your UTM tags to reflect any changes in your campaigns. For example, if you change the focus of a campaign or update the creative, revise your UTM tags to ensure they accurately represent the current state of your efforts.