3 Best UTM Code Practices

Take note, here are three tips you'll want to follow when UTM coding your URLs

Naming conventions

Try to be consistent when coding your URLs. Chances are you won't remember every code you have ever used for your online campaigns. When working in teams it is even harder to regulate the standards for naming codes. In addition to this, avoid using capital letters at all times! When tracking data, the UTM codes 'Facebook' or 'facebook' will be seen as different values and will be treated as such.


In order to keep track of names you, or anyone in your team are using or have used in the past, it is best if naming conventions are created that can be used as a reference for future campaigns!


Some examples of naming conventions could be the following:


Source:instagram, linkedin, facebook, twitter, email-signature, bing

Medium:affiliate, banner, blog, cpc, direct, display, email, ebook, qr-code

Content:footer, header, button, image, video, anchor, 'size', 'color'

Term:software, trading, leather-boots, summer-shirt, school-books

Campaign:retargeting, black-friday, sign-up, valentines-day, christmas


Keeping it organized

In order to stay organised while tracking your URLs with UTM codes, it is advisable to store them in spreadsheets. Not only will it enable you to systematise all of the information, it will also help you to eliminate any duplicated links.


An example of a great naming convention spreadsheet format would be to create a row for each of the UTM values (Source-Medium-Content-Term-Name). Under these seperate values is where you would list some pre-set codes, such as 'facebook', 'newsletter' and 'linkedin' for source, for example. Now do this for the remaining four values and add new codes to keep the list up-to-date. This will allow you to maintain a clear and clear overview of all your UTM codes.


Don’t feel like creating one yourself? There are many spreadsheet templates available online, so it’s just a matter of finding one that fits your preference!


Shortening URLS

As you can imagine, adding all sorts of codes to a URL will make for rather long links, which doesn't look pretty at all. In addition to the URL becoming unbearably long, it will also display all of the information you have added too. Of course, when adding UTM codes you should always make sure you are not putting in anything you wouldn’t want users to see.


However, aside from long URLs being quite unsightly, there are other reasons why you should consider shortening your URLs.


  1. Shortening your URL will make it easier for people to share the links among others via Facebook, Twitter, and other messaging services. By shortening the URL, they become especially more manageable for mobile users too.
  2. Long URLs just don’t look that appealing and trustworthy than those which look nice and clean. People consider shortened links to be more trustworthy than those who don’t, thus increasing click-through rates!
  3. Showcasing your brand name in vanity URLs can help with increasing brand visibility. Vanity URLs are orginal web addresses that are branded for marketing purposes.

Creating naming conventions, storing your UTM codes in spreadsheets and shortening the URLs will help you work in a more efficient manner. Check out the next page if you want to know which UTM code tools we would advise you to use!