UTM Builder

Clean UTMs are why analytics can tell platforms apart. Inconsistent tags turn reports into guesswork. This is a build-the-links task; it does not spend money.

The five parameters

• utm_source the platform (google, microsoft, meta, linkedin, tiktok, reddit, x, amazon).
• utm_medium the type (cpc, paid_social, display, video).
• utm_campaign the campaign, in the account's naming grammar.
• utm_term the keyword or audience (search or targeting).
• utm_content the ad or creative variant, for A/B reads.

Rules that keep data clean

• One convention, applied everywhere. Lowercase, no spaces, hyphens or underscores, never both by accident.
• Same value for the same thing every time; "facebook" and "fb" split one source into two rows.
• Match utm_campaign to the real campaign name so ad-platform data and analytics reconcile.
• Never put PII or secrets in a UTM; the URL is public.

Wire it up

Apply the convention across the campaign's final URLs, and confirm the parameters survive to the landing page (redirects sometimes strip them). Check they resolve in analytics with ga4_get_report (source/medium) after traffic starts. Consistent UTMs make the attribution and report skills far more accurate.

Rules

• Enforce one naming convention across every platform; consistency beats cleverness.
• Verify the tagged URL resolves and the parameters arrive intact before launch.
• Report the convention used so the next campaign matches it.