UTM best practices

UTM parameters are how you tell analytics which campaign a click belonged to. Inconsistent UTMs create noisy reports; a few conventions keep attribution usable across teams.

Use the standard five when you can

Stick to the familiar fields:

• utm_source — who sent the traffic (e.g. newsletter, twitter)
• utm_medium — the type of channel (e.g. email, social, cpc)
• utm_campaign — the named initiative (e.g. spring_launch)
• utm_term — usually paid keyword or variant label
• utm_content — creative or link variant (e.g. hero_cta, footer_link)

Lowercase values and stable spelling reduce duplicate buckets in reporting.

One campaign, many links

Use utm_campaign + utm_content (or distinct slugs) to distinguish placements instead of inventing a new campaign name for every tweet. Your future self will thank you when you roll up performance by campaign.

Decide what lives in the slug vs the query string

• Slug — memorable, shareable, stable (/spring-launch)
• UTMs — attribution and channel semantics (utm_source=…)

Avoid stuffing long query strings into slugs; keep the short path human-readable.

Document a team taxonomy

Write down:

• allowed source / medium values
• how product launches map to utm_campaign
• when to use utm_content vs a new campaign

Store presets in the product where available so creators do not re-type the same five parameters.

Nimriz specifics

Nimriz stores link metadata so historical clicks can align with UTM values effective at click time — do not rely only on the latest destination string in spreadsheets. For builder behavior and custom parameters, see Developer docs: API reference and your workspace’s link editor.

Further reading

• Analytics definitions
• 301 vs 302 redirects — when permanent redirects affect cached links