Best first path
Use one structure for source, medium, campaign, and content so your team can read it later without guessing.
Naming guide
UTM Naming Convention: Free Template and Examples
Copy a clear naming system for utm_source, utm_medium, utm_campaign, and utm_content, then use the same rules across Meta, Google Ads, TikTok, email, and affiliate links.
What usually breaks
Campaign names drift when every platform or person invents its own separator, order, or word style.
Success signal
The same naming pattern works across Meta, Google, TikTok, AppLovin, email, and affiliate traffic.
Copy-ready UTM naming convention
Use this field order as a baseline for ecommerce campaigns:
source / medium / market_objective_offer_period / format_concept_version
- Keep
utm_sourceshort and stable, such asmetaorgoogle. - Group
utm_mediumby traffic type, such aspaid_socialorpaid_search. - Use lowercase values and one separator, usually an underscore.
- Name
utm_campaignin one fixed order so reports sort predictably. - Use
utm_contentfor creative comparison, not customer or order details.
Open the free CSV-to-UTM tool when your approved naming values are ready to turn into campaign links.
UTM parameter naming rules
| Parameter | Use it for | Recommended pattern | Example |
|---|---|---|---|
utm_source |
Platform or referrer | Stable lowercase platform name | meta |
utm_medium |
Traffic category | One controlled channel value | paid_social |
utm_campaign |
Campaign grouping | market_objective_offer_period | us_conversion_summer_sale_2026q3 |
utm_content |
Creative variation | format_concept_version | video_ugc_v1 |
utm_term |
Keyword or optional targeting detail | Use only when the report needs it | running_shoes |
Example final URL:
https://store.example/products/shoe?utm_source=meta&utm_medium=paid_social&utm_campaign=us_conversion_summer_sale_2026q3&utm_content=video_ugc_v1
Examples
| Channel | Example | Why it works |
|---|---|---|
| Meta | meta / paid_social / us / launch / spring_sale / hero_video |
Readable and easy to scan in GA4. |
google / paid_search / us / launch / running_shoes / headline_a |
Works for search and YouTube-style naming. | |
| TikTok | tiktok / paid_social / us / launch / ugc_test / hook_1 |
Useful for creator or ad iteration. |
| Affiliate | affiliate_partner / affiliate / us / partner / q2_push / placement_a |
Lets you compare partner performance later. |
Recommended rules
- Do not put private data in any UTM field.
- Do not change the naming scheme every campaign.
- Keep the channel name and campaign name readable.
- Keep one master template for the team.
- Use the same pattern for manual setups and self-serve setups.
UTM naming convention FAQ
What is a UTM naming convention?
A UTM naming convention is a shared rule for source, medium, campaign, content, and term values so campaign links stay readable and comparable across channels.
What is a simple UTM naming convention template?
A simple ecommerce template is source, medium, market, objective, campaign, and creative. Keep separators consistent and avoid private customer data.
Should UTM names use spaces or underscores?
Use underscores or hyphens consistently instead of spaces. The most important rule is to pick one format and keep it stable across every campaign and traffic channel.
Should UTM values be lowercase?
Lowercase values are easier to keep consistent because analytics tools can treat Meta, meta, and META as separate values. Choose lowercase unless an existing reporting system requires another format.
How should utm_campaign be named?
Use a stable order such as market, objective, offer, and period. For example, us_conversion_summer_sale_2026q3 stays readable without putting customer or order data in the URL.
Where should a team store its UTM naming convention?
Store the approved values and examples in one shared sheet or CSV. Give each field an owner and update the template before launching a new channel or naming pattern.
Use the template, then build consistent links
Keep one approved naming sheet and use it before links reach ads, affiliates, email, or GA4.