Should UTM values be lowercase?

Yes. Analytics tools treat uppercase and lowercase as different values, so lowercase avoids duplicate rows.

Underscores or hyphens?

Either is fine. Choose one and use it everywhere. Underscores are the most common choice and read well in reports.

Can I rename a campaign after launch?

Not retroactively. Analytics data already collected keeps the old value, which is why the naming system should be agreed before the first link is published.

Where should I store the naming rules?

Keep them in a shared document or spreadsheet that the whole team uses, and link to it from your campaign briefs.

UTM Naming Convention: Best Practices and Examples

Why a naming convention matters

Analytics reports group data by exact text. If three people write Facebook, facebook and fb, you get three rows for one source. A shared convention makes every report comparable and keeps old campaigns usable a year later.

Seven rules to adopt

Lowercase only.
Use underscores between words, never spaces.
One name per platform: choose linkedin, not linkedin and li.
Pick a short, fixed list of mediums and do not invent new ones.
Put the date, quarter or version at the end of the campaign name.
Describe the offer, not the tool: summer_sale beats campaign1.
Document the list and keep it where everyone who builds links can find it.

A campaign name template

A pattern such as goal_audience_offer_period keeps names sortable and self-explanatory. Choose the order once and apply it everywhere.

leads_cfo_whitepaper_2026q4
sales_returning_blackfriday_2026
awareness_students_launch_2026q1

Enforce it with tools

The bulk UTM builder lowercases values and replaces spaces for you, and the UTM checker flags links that break the rules. Use both before a campaign goes live.

Starter taxonomy

Channel	utm_source	utm_medium
Paid search	google, bing	cpc
Paid social	facebook, instagram, linkedin, tiktok	paid_social
Organic social	facebook, instagram, linkedin, x	social
Email	newsletter, product_updates	email
Partners	partner_name	referral
Affiliates	affiliate_name	affiliate
Print and QR	flyer, poster, packaging	qr

Frequently Asked Questions

Should UTM values be lowercase?: Yes. Analytics tools treat uppercase and lowercase as different values, so lowercase avoids duplicate rows.
Underscores or hyphens?: Either is fine. Choose one and use it everywhere. Underscores are the most common choice and read well in reports.
Can I rename a campaign after launch?: Not retroactively. Analytics data already collected keeps the old value, which is why the naming system should be agreed before the first link is published.
Where should I store the naming rules?: Keep them in a shared document or spreadsheet that the whole team uses, and link to it from your campaign briefs.