UTM tags, and the builder

What each parameter means and how to keep them consistent.

What they are

UTM tags are five parameters added to a destination so the destination's own analytics — Google Analytics and everything like it — can say where a visit came from. They are for their reports, not ours: we already know which code sent the visit.

The five

Source — where it came from: newsletter, poster, instagram.

Medium — what kind of thing it was: email, print, social.

Campaign — the push it belongs to: spring-catalogue.

Term and Content — the fine detail: a keyword, or which of two variants.

Keeping them consistent

The builder lower-cases everything, replaces spaces with hyphens and remembers campaign names you have used before. This matters more than it looks: to most analytics tools, "Spring Catalogue" and "spring-catalogue" are two different campaigns and the report splits in half.