UTM reference

Consistent UTM naming makes campaign analytics easier to read.

Standard fields

Field	Recommended value style	Example
utm_source	Platform or source	newsletter, google, linkedin
utm_medium	Channel	email, cpc, social
utm_campaign	Campaign name	launch_2026_q2
utm_term	Keyword or audience	brand_terms
utm_content	Creative variant	hero_cta

Naming rules

Use lowercase, stable separators and no spaces:

utm_source=newsletter
utm_medium=email
utm_campaign=pricing_update_2026
utm_content=footer_link

Avoid

• Mixing Email, email and e-mail.
• Using full sentences.
• Putting personal data into campaign parameters.
• Changing campaign names after launch.

Attribution

PureStats stores campaign values with the landing session and can attribute goals and funnel progress to those values.

Cleanup

If a campaign has many spelling variants, use dashboard filters or exports to identify the variants and standardize future links.