Build clean, consistent UTM-tagged URLs so every campaign reports correctly in analytics.
—Built in your browser. Keep parameters lowercase and consistent across campaigns.
Analytics groups traffic by exact string, so Facebook, facebook and FB become three different sources. Fixing the convention once — lowercase, underscores, one naming scheme — keeps months of reporting comparable.
Use source for the platform, medium for the channel type such as paid_social or cpc, campaign for the offer, and content for the creative variant so you can compare hooks without leaving your analytics tool.
No. They only label the click for your analytics. They do not change delivery, though very long URLs can look untidy in some placements.
Tag every paid and campaign link. Leave organic internal links untagged, because internal UTMs overwrite the original source and corrupt attribution.
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