UTMGuard
best-practicesUpdated 2025

UTM Campaign Best Practices 2025: Complete Guide

The definitive guide to utm_campaign best practices covering naming, structure, maintenance, and common mistakes.

Olivia James
•8 min readbest-practices

You've mastered utm_source and utm_medium. You know email uses medium=email and paid ads use medium=cpc. But when it comes to utm_campaign, things get messy:

  • Should it be spring_sale or spring-sale?
  • Do I include the year? (spring-sale-2025 or just spring-sale?)
  • What if the campaign runs across multiple channels?
  • How specific should I be?
  • What about A/B tests?

Get utm_campaign wrong, and your GA4 reports become unusable—campaigns merge incorrectly, year-over-year comparisons fail, and team members can't understand what campaigns were about.

Get it right, and your analytics become a powerful decision-making tool.

This guide covers everything you need to know about utm_campaign best practices in 2025.

Table of contents

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The 7 Core Rules

Rule #1: Be Descriptive, Not Generic

Bad (Generic):

Code
utm_campaign=promo
utm_campaign=campaign
utm_campaign=ad
utm_campaign=test
utm_campaign=email

Good (Descriptive):

Code
utm_campaign=product-launch-crm-tool-jan-2025
utm_campaign=spring-sale-30pct-off-mar-2025
utm_campaign=webinar-advanced-seo-jan-15-2025
utm_campaign=linkedin-creative-test-video-vs-image-jan-2025
utm_campaign=email-newsletter-weekly-jan-9-2025

Test: If you saw the campaign name 6 months from now, could you remember what it was?

If no → it's too generic.

Rule #2: Use Lowercase Only

Why: GA4 is case-sensitive. Spring-Sale and spring-sale are treated as two different campaigns.

Bad (Mixed Case):

Code
utm_campaign=Spring-Sale-2025
utm_campaign=spring-sale-2025  ← GA4 sees this as different!
utm_campaign=SPRING-SALE-2025  ← And this as a third campaign!

Good (Consistent Lowercase):

Code
utm_campaign=spring-sale-2025
utm_campaign=spring-sale-2025  ← Same campaign
utm_campaign=spring-sale-2025  ← Same campaign

Result: All traffic correctly grouped into one campaign.

Rule #3: Use Hyphens, Not Spaces or Underscores

Why:

  • Spaces break URLs (get encoded as %20)
  • Underscores are less readable
  • Hyphens are web standard

Bad:

Code
utm_campaign=spring sale 2025        ← Breaks URL
utm_campaign=spring_sale_2025        ← Less readable

Good:

Code
utm_campaign=spring-sale-2025        ← Clean, readable

Rule #4: Include Timeframe

Why: Enables time-series analysis, year-over-year comparison, prevents campaign name collisions.

Bad (No Timeframe):

Code
utm_campaign=spring-sale
utm_campaign=spring-sale  ← Next year, same name = data merged!

Good (With Timeframe):

Code
utm_campaign=spring-sale-2024
utm_campaign=spring-sale-2025  ← Separate campaigns, can compare!

Date format options:

Code
-jan-2025        (month-year, most common)
-q1-2025         (quarter-year)
-2025-01-15      (full date, for events)
-w03-2025        (week number)

Pick ONE format and use consistently.

Rule #5: Keep Under 60 Characters

Why: GA4 displays ~60 characters before truncating. Longer names get cut off in reports.

Too long (72 characters):

Code
utm_campaign=product-launch-customer-relationship-management-tool-january-2025

Better (48 characters):

Code
utm_campaign=product-launch-crm-tool-jan-2025

Or (42 characters):

Code
utm_campaign=crm-tool-launch-jan-2025

Use abbreviations when needed:

  • product → prod
  • management → mgmt
  • january → jan
  • percent → pct

Rule #6: No Special Characters

Why: Special characters can break URLs, tracking, and CSV exports.

Avoid:

Code
& = ? ! @ # $ % ^ * ( ) + / \ | [ ] { } " ' < > ;

Bad:

Code
utm_campaign=50% Off Sale!
utm_campaign=Product Launch (New)
utm_campaign=Spring&Summer Sale

Good:

Code
utm_campaign=50pct-off-sale
utm_campaign=product-launch-new
utm_campaign=spring-summer-sale

Allowed characters:

  • Lowercase letters (a-z)
  • Numbers (0-9)
  • Hyphens (-)
  • Periods (.) - use sparingly

Rule #7: Be Consistent

Why: Consistency enables pattern recognition, filtering, and automation.

Inconsistent:

Code
utm_campaign=spring-sale-2025
utm_campaign=SummerSale2025
utm_campaign=fall_sale_25
utm_campaign=WinterSale

Consistent:

Code
utm_campaign=spring-sale-2025
utm_campaign=summer-sale-2025
utm_campaign=fall-sale-2025
utm_campaign=winter-sale-2025

Document your standard and share with team.

Campaign Naming Structures

Basic Structure

Code
`{"{"}{"{"}what{"}"}{"}"}}`-`{"{"}{"{"}timeframe{"}"}{"}"}}`

Examples:

Code
utm_campaign=webinar-jan-15-2025
utm_campaign=product-launch-jan-2025
utm_campaign=flash-sale-feb-2025

When to use: Simple campaigns, small teams, low volume.

Intermediate Structure

Code
`{"{"}{"{"}what{"}"}{"}"}}`-{offer/type}-`{"{"}{"{"}timeframe{"}"}{"}"}}`

Examples:

Code
utm_campaign=product-launch-crm-tool-jan-2025
utm_campaign=sale-30pct-off-mar-2025
utm_campaign=webinar-advanced-seo-jan-15-2025
utm_campaign=content-ebook-download-feb-2025

When to use: Most companies, multiple campaign types.

Advanced Structure

Code
`{"{"}{"{"}channel{"}"}{"}"}}`-`{"{"}{"{"}what{"}"}{"}"}}`-{offer/type}-`{"{"}{"{"}timeframe{"}"}{"}"}}`

Examples:

Code
utm_campaign=linkedin-lead-gen-ebook-jan-2025
utm_campaign=email-product-launch-crm-jan-2025
utm_campaign=facebook-retargeting-30pct-off-feb-2025
utm_campaign=tiktok-brand-awareness-video-series-jan-2025

When to use: Large teams, multi-channel campaigns, need granular analysis.

Enterprise Structure

Code
`{"{"}{"{"}channel{"}"}{"}"}}`-`{"{"}{"{"}product{"}"}{"}"}}`-`{"{"}{"{"}objective{"}"}{"}"}}`-`{"{"}{"{"}audience{"}"}{"}"}}`-`{"{"}{"{"}timeframe{"}"}{"}"}}`

Examples:

Code
utm_campaign=linkedin-crm-lead-gen-enterprise-jan-2025
utm_campaign=email-pm-tool-nurture-trial-users-jan-2025
utm_campaign=facebook-mobile-app-awareness-b2c-feb-2025

When to use: Multiple products, multiple audiences, complex attribution needs.

Watch character limits! Use abbreviations:

Code
linkedin-crm-leadgen-ent-jan25

Common Scenarios

Multi-Channel Campaigns

Same campaign, multiple channels?

Option 1: Same name across channels (recommended for same message)

Code
Facebook: utm_campaign=spring-sale-2025
LinkedIn: utm_campaign=spring-sale-2025
Email: utm_campaign=spring-sale-2025

Benefit: Easy to compare performance across channels in GA4.

Option 2: Channel-specific names (for different messaging)

Code
Facebook (B2C): utm_campaign=spring-sale-facebook-b2c-2025
LinkedIn (B2B): utm_campaign=spring-sale-linkedin-b2b-2025
Email (VIP): utm_campaign=spring-sale-email-vip-exclusive-2025

Benefit: Differentiate when offers/messaging truly differ.

A/B Testing

Option 1: Use utm_content for variants (recommended)

Code
utm_campaign=spring-sale-2025&utm_content=variant-a
utm_campaign=spring-sale-2025&utm_content=variant-b

Benefit: Campaign data combined, variants separate in utm_content dimension.

Option 2: Include variant in campaign name

Code
utm_campaign=spring-sale-2025-variant-a
utm_campaign=spring-sale-2025-variant-b

Benefit: Variants visible in main campaign report without adding dimension.

Always-On Campaigns

Campaigns with no end date:

Option 1: Use year

Code
utm_campaign=linkedin-lead-gen-2025
(Rename to linkedin-lead-gen-2026 next year)

Option 2: Use "ongoing"

Code
utm_campaign=linkedin-retargeting-ongoing

Option 3: Use quarter (rename quarterly)

Code
utm_campaign=linkedin-lead-gen-q1-2025
utm_campaign=linkedin-lead-gen-q2-2025

We recommend Option 3 (quarterly) for easier analysis.

Long-Running Campaigns

Campaigns spanning multiple months:

Option 1: Use start month

Code
utm_campaign=product-launch-jan-2025
(Even though it runs Jan-Mar)

Option 2: Use date range

Code
utm_campaign=product-launch-jan-to-mar-2025

Option 3: Use quarter

Code
utm_campaign=product-launch-q1-2025

We recommend Option 1 (start month) unless campaign spans >3 months.

Seasonal Campaigns

Annual recurring campaigns:

Always include year:

Code
utm_campaign=black-friday-2024
utm_campaign=black-friday-2025

utm_campaign=spring-sale-2024
utm_campaign=spring-sale-2025

Why: Enables year-over-year comparison without data merging.

Geo-Targeted Campaigns

Different campaigns per geography:

Option 1: Include geo in campaign name

Code
utm_campaign=spring-sale-us-2025
utm_campaign=spring-sale-uk-2025
utm_campaign=spring-sale-de-2025

Option 2: Use utm_content

Code
utm_campaign=spring-sale-2025&utm_content=us
utm_campaign=spring-sale-2025&utm_content=uk
utm_campaign=spring-sale-2025&utm_content=de

Use Option 1 if messaging/offers differ by geo. Use Option 2 if same campaign, just different targeting.

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What NOT to Put in utm_campaign

Don't: Duplicate utm_source

Bad:

Code
utm_source=facebook&utm_campaign=facebook-spring-sale

Why bad: Redundant. Channel already captured in utm_source.

Better:

Code
utm_source=facebook&utm_campaign=spring-sale-2025

Exception: Multi-channel campaigns where messaging differs (covered above).

Don't: Duplicate utm_medium

Bad:

Code
utm_medium=email&utm_campaign=email-campaign

Why bad: "email" is the medium, not the campaign.

Better:

Code
utm_medium=email&utm_campaign=weekly-newsletter-jan-9-2025

Don't: Include Internal Codes Only You Understand

Bad:

Code
utm_campaign=FY25-Q1-PROD-001-LG-ENT

Why bad: 6 months later, you won't remember what this means.

Better:

Code
utm_campaign=product-launch-crm-enterprise-q1-2025
(Still use internal code elsewhere if needed, but name must be human-readable)

Don't: Use Default/Placeholder Values

Bad:

Code
utm_campaign=campaign
utm_campaign=test
utm_campaign=new
utm_campaign=undefined
utm_campaign=null

Why bad: Provides zero information. GA4 reports become useless.

Always: Use descriptive names following your naming standard.

Campaign Lifecycle Management

Before Launch

  • Campaign name follows naming standard
  • All lowercase
  • Hyphens (not spaces)
  • Includes timeframe
  • Under 60 characters
  • No special characters
  • Descriptive (not generic)

After Launch

Week 1: Verify tracking

  1. Send test traffic
  2. Check GA4 real-time reports
  3. Verify campaign name appears correctly
  4. Confirm no typos

Week 2-4: Monitor performance

  1. GA4 → Reports → Acquisition → Traffic acquisition
  2. Filter to your campaign
  3. Check sessions, conversions, revenue

Monthly: Audit for issues

  1. Generic names slipping through?
  2. Naming standard violations?
  3. Case sensitivity issues?
  4. Special characters breaking tracking?

Post-Campaign

Document learnings:

  • What worked?
  • What didn't?
  • Would you run again?
  • Campaign name clear enough for future reference?

Create campaign library:

Campaign NameDate RangeChannelObjectiveResultsLearnings
spring-sale-2025Mar 1-31MultiSales$150k revenue, 3.5x ROAS30% off worked better than 20%
webinar-advanced-seo-jan-15-2025Jan 15Email, LinkedInLead gen300 registrants, 180 attendeesLinkedIn ads drove best attendees

Future campaigns: Reference library for ideas and naming consistency.

Team Collaboration

Document Your Standard

Create a team wiki page:

Markdown
# UTM Campaign Naming Standard
 
## Format
 
`{"{"}{"{"}what{"}"}{"}"}}`-{offer/type}-`{"{"}{"{"}timeframe{"}"}{"}"}}`
 
## Examples
 
✅ GOOD:
- product-launch-crm-tool-jan-2025
- spring-sale-30pct-off-mar-2025
- webinar-advanced-seo-jan-15-2025
 
❌ BAD:
- promo
- campaign
- Spring Sale 2025
 
## Rules
 
1. All lowercase
2. Hyphens (not spaces or underscores)
3. Include timeframe (month-year format)
4. Under 60 characters
5. No special characters
6. Be descriptive, not generic
 
## Date Format
 
`{"{"}{"{"}month{"}"}{"}"}}`-`{"{"}{"{"}year{"}"}{"}"}}`
Example: jan-2025, feb-2025, mar-2025
 
## Before Launch Checklist
 
- [ ] Follows naming format?
- [ ] All lowercase?
- [ ] Has timeframe?
- [ ] Under 60 characters?
- [ ] No special characters?
- [ ] Descriptive?

URL Builder Template

Save in team shared drive:

Code
Standard Campaign URL:

yoursite.com/page?utm_source=[SOURCE]&utm_medium=[MEDIUM]&utm_campaign=[WHAT]-[OFFER]-[MONTH]-2025

Examples:

Product launch:
yoursite.com/demo?utm_source=linkedin&utm_medium=cpc&utm_campaign=product-launch-crm-jan-2025

Sale:
yoursite.com/sale?utm_source=email&utm_medium=email&utm_campaign=spring-sale-30pct-off-mar-2025

Approval Process

Before ANY campaign launches:

  1. Marketing team member creates campaign name
  2. Submits for review (Slack, ticket system, etc.)
  3. Marketing lead approves if follows standard
  4. Launch campaign

No approval = no launch.

Tools & Automation

URL Builders

Free:

  • Google's Campaign URL Builder
  • Spreadsheet templates

Paid:

  • UTMGuard (automated validation)
  • Terminus (URL builder + validation)

Validation

Manual:

  • Pre-launch checklist
  • Approval process

Automated:

  • UTMGuard (flags generic names, validates format)
  • Custom scripts (check against naming standard)

Monitoring

Monthly audit:

  1. GA4 → Reports → Acquisition → Traffic acquisition
  2. Export campaign list
  3. Check for:
    • Generic names (promo, campaign, test)
    • Case sensitivity issues (Spring-Sale vs spring-sale)
    • Missing timeframes
    • Special characters

Flag violations and correct future campaigns.

Common Mistakes

Mistake #1: Reusing Campaign Names Across Years

Wrong:

Code
2024: utm_campaign=spring-sale
2025: utm_campaign=spring-sale  ← Same name!

Fix:

Code
2024: utm_campaign=spring-sale-2024
2025: utm_campaign=spring-sale-2025

Mistake #2: Mixing Case

Wrong:

Code
utm_campaign=Spring-Sale-2025
utm_campaign=spring-sale-2025  ← GA4 sees as different!

Fix: All lowercase always:

Code
utm_campaign=spring-sale-2025

Mistake #3: Using Spaces

Wrong:

Code
utm_campaign=spring sale 2025
(Becomes: spring%20sale%202025)

Fix:

Code
utm_campaign=spring-sale-2025

Mistake #4: Too Generic

Wrong:

Code
utm_campaign=promo
utm_campaign=campaign
utm_campaign=email

Fix:

Code
utm_campaign=spring-sale-30pct-off-mar-2025
utm_campaign=product-launch-crm-jan-2025
utm_campaign=email-newsletter-weekly-jan-9-2025

Mistake #5: No Timeframe

Wrong:

Code
utm_campaign=product-launch

Fix:

Code
utm_campaign=product-launch-jan-2025

Prevention Checklist

✅ Document campaign naming standard ✅ Share with entire marketing team ✅ Create URL builder templates ✅ Implement approval process ✅ Set monthly audit reminders ✅ Train new hires on standard ✅ Use validation tools (UTMGuard) ✅ Celebrate good examples in team meetings

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FAQ

Can I change the naming standard mid-year?

Yes, but with caveats:

  • Historical data stays in old format
  • Add GA4 annotation marking the change date
  • Update team documentation
  • Retrain team on new standard

Better: Stick with one standard for full year, update annually if needed.

What if my agency uses their own naming?

Require compliance with YOUR standard.

Include in contract/SOW:

  • "All campaigns must follow [Company] UTM naming standard (attached)"
  • Monthly compliance review

Should I version my campaigns (v1, v2, v3)?

Only for A/B tests or iterations:

Code
utm_campaign=spring-sale-2025-v1
utm_campaign=spring-sale-2025-v2

Or better, use utm_content:

Code
utm_campaign=spring-sale-2025&utm_content=v1
utm_campaign=spring-sale-2025&utm_content=v2

Don't use versions for unrelated campaigns.

How do I handle campaign name changes mid-flight?

Don't. Changing campaign names mid-flight fragments your data:

  • Week 1: Old name
  • Week 2: New name
  • GA4 treats as two separate campaigns

If you must: Update going forward, accept historical data stays under old name.

Can I use emojis in campaign names?

Technically yes, but don't.

Problems:

  • Not all systems support emojis
  • Can break CSV exports
  • Unprofessional in reports
  • Hard to type/search

Stick to alphanumeric + hyphens.

What's the difference between utm_campaign and campaign ID?

utm_campaign: Human-readable campaign name

Code
utm_campaign=spring-sale-2025

Campaign ID (utm_id): Unique identifier for cost data import

Code
utm_id=SS-2025-03

Both can coexist:

Code
?utm_id=SS-2025-03&utm_campaign=spring-sale-2025

Conclusion

UTM campaign best practices 2025 summary:

The 7 core rules:

  1. Be descriptive, not generic
  2. Use lowercase only
  3. Use hyphens (not spaces/underscores)
  4. Include timeframe
  5. Keep under 60 characters
  6. No special characters
  7. Be consistent

Recommended format:

Code
`{"{"}{"{"}what{"}"}{"}"}}`-{offer/type}-`{"{"}{"{"}timeframe{"}"}{"}"}}`

Example:
utm_campaign=product-launch-crm-tool-jan-2025

Implementation:

  1. Document standard in team wiki
  2. Create URL builder templates
  3. Require approval before launch
  4. Monthly audits for compliance
  5. Train all team members

Result: Clean, consistent campaign data enabling confident optimization decisions.

Related: Campaign Naming Conventions: Complete Standard

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