Marketing
5 min readUTM parameters that actually keep your analytics clean
Naming conventions, casing rules and the three mistakes that silently fragment your campaign reports.
By Rohan Mehta · May 30, 2026
Lowercase everything
Analytics platforms treat utm_source=Facebook and utm_source=facebook as two different sources. Enforce lowercase at creation time and the problem disappears.
Use a fixed vocabulary
Agree on a short list of sources and mediums — email, cpc, social, referral — and never improvise. A shared builder makes this automatic across the team.
Never tag internal links
Adding UTMs to links between your own pages restarts the session and destroys attribution. Tag only inbound traffic from external placements.