This document provides clear, consistent rules for creating and using UTM parameters to ensure scalable, standardized communications tracking. Each parameter is defined with its purpose, logic, and best-use examples.
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When sending UTM parameters, they should always be sent in lowercase for consistency.
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Purpose:
Represents the overarching goal of the communication, including the campaign type and the send date for differentiation.
Logic:
The utm_campaign should represent the overall goal of the communication, tying together campaign type and date to allow the grouping of similar efforts over time.
Format: {campaign_type}_{YYYYMMDD}
Example:
utm_campaign=finaldemand_20241122
utm_campaign=settlementoffer_20241129
Purpose: Tracks specific user interactions within the email or message, such as link or button clicks, to evaluate engagement at the element level.
Logic: The utm_content should describe what specific element within the email or message the recipient interacted with, such as a link or button.