PureStats documentation
UTM reference
Use consistent UTM parameters in PureStats campaigns. Learn naming patterns for source, medium and campaign, avoid sensitive data and review attribution rules.
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,emailande-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.