Which UTM parameters should every link have?

At minimum utm_source, utm_medium and utm_campaign. utm_term is mainly for paid search keywords and utm_content separates versions that share one campaign.

Why lowercase and consistent UTM values?

Most analytics tools are case-sensitive, so Facebook and facebook count as two sources, and one channel written three ways becomes three report rows. Use lowercase, hyphens or underscores instead of spaces, and the exact same spelling every time.

Can I put personal data in UTM values?

Never put names, email addresses or other personal data in UTM values. Links are forwarded, logged and pasted into chats, so anything inside a URL travels. Label the campaign, never the person.

Does a correct UTM link guarantee correct reporting?

No. Analytics must be installed on the landing page; consent mode or blockers can prevent recording; redirects can drop the query string; and some platforms strip parameters when a link is shared onward. Tag external links only.

Is anything uploaded?

No. The link is built in your browser tab with encodeURIComponent, and saved presets stay on this device. Nothing is uploaded, stored on a server or shared.

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