In this article, you’ll learn how to explain and apply UTM parameters to your web links. These tags help identify where web traffic is coming from, what’s driving it, and how to make smarter marketing decisions. We’ll cover what each UTM means, best practices for naming conventions, and answer some common questions you may be asked.
1. What are UTM Parameters and Why They Matter
UTM (Urchin Tracking Module) parameters are tags added to URLs that let Stampede and you track exactly where your traffic is coming from.
They’re essential for:
- Attribution Accuracy – See which campaign, platform or partner drove each visit or conversion.
- Data-Driven Decisions – No guessing. Every link is trackable and reportable.
- Cross-Channel Comparison – UTMs make email, social, and ad data comparable.
- Automation & Consistency – Clean naming means better automated reports and fewer errors.
2. UTM Parameter Examples for Stampede Links
| UTM Parameter | Purpose | Example Values | Notes |
|---|---|---|---|
| utm_source | Where the traffic is coming from (platform or partner) | google, meta, instagram, tripadvisor, stampede-wifi, qr-code | Use lowercase and dashes, no spaces |
| utm_medium | How users got there (type of marketing) | email, paid, referral, social, wifi, print | Useful to track channel performance |
| utm_campaign | The campaign, promo, or initiative | 2025_spring-sale, loyalty-promo, feedback-drive, table-bookings, black-friday | Should match your marketing initiative name |
| utm_content | The creative version or placement | hero-banner, cta-button, footer-link, thankyou-email, poster-a | Helps test variations of the same campaign |
| utm_term (optional) | Keywords or audience segment (usually used in ads) | pubs-in-glasgow, wifi-welcome, retargeting, discount-code, lookalike-uk-25-40 | Leave blank unless using paid search or segment testing |
3. UTM Best Practices for Clean Reporting
To get the most out of your UTM tracking and ensure reliable reports across tools like Google Analytics or Stampede’s dashboard, follow these best practices:
- Tag every link — unless your platform (like Google Ads) does it automatically.
- Use lowercase with hyphens only — avoid spaces or underscores.
Correct:utm_source=metaWrong:utm_source=Meta Facebook - Fix your medium list — stick to a controlled list like:
email,paid,social,referral,organic,wifi,print - Standardise campaign names — start with the quarter/year:
Example:2025q2_loyalty-launch,2025q1_table-bookings - Keep content tags descriptive and structured —
Example:hero-banner,footer-logo-jane,cta-button-freebie - Use utm_term only for paid ad keywords or detailed targeting:
Example:utm_term=glasgow-pubs,utm_term=retargeting-30days - Use short links sparingly great for offline use (QR codes, posters), but avoid if you need the full URL for transparency.
4. FAQs – What You’ll Use Day to Day
Q. How do we track links used at in-person events?
Create a unique landing page or form and add a campaign tag like: utm_campaign=2025q2_event-name
Q. What about real-life conversations or DMs?
You won’t always have a UTM for this. Instead, document in your monthly “source notes” or “wash-up” reports for context.
Q. How do I credit a partner who shared our link?
Use:
utm_source=customerutm_medium=referralutm_content=partnername
Example:utm_content=glasgowbar
Q. What if a platform adds its own UTM tags?
Keep a list of known overrides and use tools like GA filters or scripts to clean tags in reporting. You can also automate this with spreadsheet logic or custom UTM parameters in links.
💡 Pro Tip
Keep a shared UTM tracker spreadsheet. It should include:
- Campaign name
- Full URL with UTMs
- Purpose/notes
- Channel owner
This keeps everyone consistent, avoids duplicates, and helps you track what works across your marketing activity.