UTM hygiene: a naming convention your future self will thank you for
Nothing ruins analytics faster than Facebook, facebook and FB living as three different sources. A small convention, enforced at the link layer, keeps reports clean forever.
Lowercase everything, decide once
UTM values are case-sensitive to every analytics tool. The fix is not discipline — it is automation: define the allowed sources and mediums once, and let your link tool apply them. Humans pick from a list; the list is always lowercase.
A convention that scales
Three rules cover almost everything:
- utm_source = the platform (newsletter, linkedin, packaging)
- utm_medium = the channel type (email, social, qr, paid)
- utm_campaign = year-quarter-name (2026-q3-summer-sale)
Enforce at the short link
Because every visitor passes through the redirect, the link layer is the one place where parameters can be appended, normalized or corrected centrally — no matter who created the link or where it was pasted.
Written by the rii.link team.
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