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Marketing
UTM Naming Builder
An opinionated UTM builder for consistent naming across campaigns, channels, creatives, and markets.
- • Use presets to keep source and medium stable.
- • Normalize names before publishing, not after reporting breaks.
- • Keep campaign names short enough to stay readable in analytics.
How it works
Custom params
No custom params yet.
Normalization rules
- • Lowercase normalization is on.
- • Spaces are replaced with hyphens.
- • Repeated separators are collapsed.
Result / output
https://example.com/pricing?ref=nav&utm_source=meta&utm_medium=paid-social#plans
Validation and warnings
Messages
utm_campaign is recommended.
Parameter breakdown
| Key | Raw input | Normalized |
|---|---|---|
| utm_source | meta | meta |
| utm_medium | paid-social | paid-social |
UTM naming playbook: a compact system your team will actually keep
A practical guide to UTM naming: the minimum structure that keeps attribution clean, reporting readable, and campaign launches less error-prone.
UTM naming conventions that keep attribution clean
A simple UTM system: shared naming rules, one builder, and a two-minute QA check before launch.
Does it preserve existing query params?
Yes. Unrelated params stay in place while UTM params are replaced or added.
Can I add custom params?
Yes. Custom params are supported and validated for duplicate keys.