UTM Parameter Standards

Values

{
  "items": [
    {
      "id": "utm-standards-1",
      "Parameter": "utm_source",
      "Standard Values": "google, facebook, linkedin, twitter, email, newsletter",
      "When to Use": "Platform/referrer",
      "Format Rules": "lowercase, no spaces",
      "Examples": "google, linkedin, newsletter"
    },
    {
      "id": "utm-standards-2",
      "Parameter": "utm_medium",
      "Standard Values": "cpc, email, social, organic, referral, display",
      "When to Use": "Marketing medium",
      "Format Rules": "lowercase, no spaces",
      "Examples": "cpc, email, social"
    },
    {
      "id": "utm-standards-3",
      "Parameter": "utm_campaign",
      "Standard Values": "product-launch, summer-sale, webinar-q1",
      "When to Use": "Campaign name",
      "Format Rules": "lowercase, dashes",
      "Examples": "product-launch-2024"
    },
    {
      "id": "utm-standards-4",
      "Parameter": "utm_term",
      "Standard Values": "paid keywords",
      "When to Use": "Paid search keywords",
      "Format Rules": "lowercase, plus signs",
      "Examples": "running+shoes"
    },
    {
      "id": "utm-standards-5",
      "Parameter": "utm_content",
      "Standard Values": "header-cta, sidebar-link",
      "When to Use": "A/B test variants",
      "Format Rules": "lowercase, dashes",
      "Examples": "header-cta, button-blue"
    },
    {
      "id": "utm-standards-6",
      "Parameter": "Naming Rules",
      "Standard Values": "Always lowercase",
      "When to Use": "Use dashes not underscores",
      "Format Rules": "Be descriptive",
      "Examples": "Consistent format"
    }
  ]
}