UTM Parameters
UTM parameters add labels like utm_source, utm_medium, and utm_campaign to URLs so analytics tools can attribute performance to channels and creatives.
Structure & naming
- Required: utm_source, utm_medium, utm_campaign
- Optional: utm_content (ad variant), utm_term (keywords)
- Use lowercase and hyphens for readability (e.g., social, email, summer-2025).
Best practices
- Standardize naming across the team (central doc).
- Avoid duplicate UTMs if destination already has them.
- Keep slugs short; long UTMs reduce clarity and can break tracking in some apps.
With Cuttly in practice
Set UTMs directly in short link options, compare results in Analytics and Campaigns. Use consistent patterns to scale reporting.
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