CMO · Template · Beginner · Saves 15+ hours
UTM Tracking Convention Guide
A standardized UTM tracking convention ensuring consistent attribution across all marketing activities.
What's included
- UTM parameter definitions
- Naming conventions
- URL builder template
- Documentation standards
- Common mistakes to avoid
Best used when
- Setting up attribution
- Training marketing team
- Standardizing campaign tracking
- Fixing attribution issues
- New team member onboarding
The template
Overview
UTM PARAMETER DEFINITIONS
| Parameter | Purpose | Required | Example |
|---|---|---|---|
| utm_source | Traffic source | Yes | linkedin, google, email |
| utm_medium | Marketing medium | Yes | paid-social, organic, email |
| utm_campaign | Campaign name | Yes | q1-product-launch |
| utm_content | Content variation | No | banner-a, cta-top |
| utm_term | Paid keywords | No | marketing-automation |
NAMING CONVENTIONS
utm_source
| Source | Format | Examples |
|---|---|---|
| Paid social | [platform] | linkedin, facebook, twitter |
| Paid search | google, bing | google, bing |
| Organic social | [platform]-organic | linkedin-organic |
| Referral | [site-name] | g2crowd, capterra |
| Direct | direct | direct |
utm_medium
| Medium | When to Use |
|---|---|
| paid-social | Paid social ads |
| cpc | Paid search |
| Email campaigns | |
| organic | Organic traffic |
| referral | Third-party referrals |
| display | Display ads |
| affiliate | Affiliate programs |
utm_campaign
Format: [quarter]-[initiative]-[audience]
Examples:
q1-product-launch-enterpriseq2-webinar-marketingongoing-nurture-mql
URL BUILDER
Template
https://yoursite.com/page
?utm_source=[source]
&utm_medium=[medium]
&utm_campaign=[campaign]
&utm_content=[content]
Example
https://yoursite.com/demo
?utm_source=linkedin
&utm_medium=paid-social
&utm_campaign=q1-demo-enterprise
&utm_content=carousel-1
COMMON MISTAKES
| Mistake | Problem | Correct Approach |
|---|---|---|
| Spaces in values | Breaks URL | Use hyphens: q1-campaign |
| Inconsistent capitalization | Multiple entries | Always lowercase |
| Missing parameters | Attribution gaps | Required fields always |
| Duplicate meanings | Confused reporting | Standardize definitions |
Frequently asked questions
What is the UTM Tracking Convention Guide?
A standardized UTM tracking convention ensuring consistent attribution across all marketing activities.
Who is the UTM Tracking Convention Guide for?
It is built for CMOs and their teams working on Marketing Operations. The AI coach adapts it to your company, stage, and goals.
What's included in the UTM Tracking Convention Guide?
2 working sections: Overview; Template.
How long does the UTM Tracking Convention Guide take to use?
It saves roughly 15+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the UTM Tracking Convention Guide free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the UTM Tracking Convention Guide?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.