UTM links for small businesses: a simple naming system

The five UTM parameters

• utm_source — where the click came from (instagram, newsletter, flyer)
• utm_medium — the type of channel (social, email, print)
• utm_campaign — the promotion (spring-sale, launch)
• utm_content — optional, to tell two links in one post apart
• utm_term — optional, mostly used for paid search keywords

A naming rule that sticks

Use lowercase, use hyphens instead of spaces, and write the allowed values down once. "Instagram", "instagram", and "IG" show up as three different sources in analytics, so the rule matters more than the exact words.

Keep links short

Long UTM links look messy in posts and print. Put the tags on a short link instead: the visitor sees a clean link, and the redirect adds the tags to the destination.

Check the result

After sharing, open your analytics tool's acquisition or campaign report and confirm the source, medium, and campaign appear as you named them. Fix typos early before data piles up under the wrong name.