Créez et suivez vos paramètres UTM

Naming Convention Best Practices

• Inconsistent Parameter Values

  Problem

  Using “Facebook,” “facebook,” and “fb” for the same source

  Solution

  Create a standardized list of approved parameter values

  Keep that list somewhere your team can reference, and copy the exact same spelling into the builder’s source field every time

• Parameter Formatting

  Problem

  Using “spring_sale” and “spring-sale” interchangeably

  Solution

  Use consistent formatting (underscores preferred)

  The builder appends whatever you type as-is, so formatting consistency comes down to typing the same convention every time

• Campaign Naming

  Problem

  Using “q2_2024_spring_sale_email_campaign_version2”

  Solution

  Keep it simple: “spring_sale_2024_q2”

  Shorter values are easier to scan later in your analytics and less likely to get truncated when shared

• Date Formatting

  Problem

  Using “2024-q2”, “q2-24”, “2024q2”

  Solution

  Standardize on one format (e.g., “2024_q2”)

  Pick one format for your team and reuse it in the campaign field every time you tag a new link

• Not Using utm_content for A/B Testing

  Problem

  Missing opportunities to track content performance

  Solution

  Use utm_content to differentiate link placements and variations

  Examples: “header_cta,” “sidebar_banner,” “footer_link”

• Marketing & Growth Teams

  Tag every campaign link with a consistent source, medium, and campaign combination so channel performance is comparable across email, social, and paid.

  • Email newsletters
  • Paid social ads
  • Organic social posts
  • Partner co-marketing

  Pair tagged links with Campaigns to group related short links together.

• Affiliate & Partner Marketers

  Attach UTM parameters to outbound links before wrapping them in a branded short link, so each partner or placement stays distinguishable in your reporting.

  • Affiliate placements
  • Influencer posts
  • Partner newsletters
  • Sponsored content

• Agencies Managing Multiple Clients

  Keep each client's campaigns tagged with their own source and medium values, then organize the resulting short links by client or account.

  • Client campaign tracking
  • Multi-channel reporting
  • Consistent naming across accounts
  • Handoff-ready link lists