How to avoid common UTM mistakes
Even seasoned marketers slip up with UTM parameters. Inconsistent labels, missing details, or simply forgetting to tag links can lead to muddled analytics. Let’s dive into the top 10 UTM mistakes—and how to correct them fast. For UTM basics, check our UTM 101 guide.
1. Inconsistent Naming
The Problem: Using multiple versions of the same source (e.g., “Facebook” vs. “facebook”). The Fix: Standardize everything in lowercase and document your naming conventions.
For a full breakdown of proper naming conventions, see our UTM Naming Conventions guide.
2. Missing Parameters
The Problem: Omitting a crucial parameter, such as utm_campaign, which leads to “(not set)” in analytics. The Fix: Use a UTM generator with required fields so you never forget a parameter—try our free UTM generator. Or follow our 5-step UTM creation process.
3. Overuse of Custom Parameters
The Problem: Adding too many custom fields (e.g., utm_term, utm_content) can clutter reporting and create confusion. The Fix: Only include parameters that genuinely help differentiate traffic sources or variations.
4. Using Improper Medium
The Problem: Tagging paid social ads as utm_medium=social instead of utm_medium=paid-social can obscure ad performance. The Fix: Create a specific naming system for each channel (e.g., cpc, display, paid-social).
For social media-specific guidance, check our Complete UTM Tracking Checklist for Social Media.
5. Caps vs. Lowercase
The Problem: In analytics, “Email” and “email” are treated as two different sources. The Fix: Always keep parameters in lowercase for accuracy.
6. Forgetting to Test Links
The Problem: Broken links or landing on 404 pages. The Fix: Test each tagged URL in your browser and verify it in Google Analytics real-time reports, as recommended in Google Analytics Help Center.
7. Using the Wrong Base URL
The Problem: Tagging a staging or dev link, leading to inaccurate data. The Fix: Always confirm the live production URL before adding UTMs.
8. Not Documenting Campaigns
The Problem: Teams get confused about which UTMs are already in use. The Fix: Maintain a shared spreadsheet or use a naming convention built into your UTM generator, like our free tool.
9. Inconsistent Date Formats
The Problem: Some use “2025-01,” others use “Jan2025,” causing fragmentation. The Fix: Adopt one date format (e.g., YYYYMM) to standardize campaigns like 202501.
10. Overcomplicating the Campaign Parameter
The Problem: Campaign names become too long and unwieldy (e.g., black_friday_2025_mega_discount_newyork_market_test). The Fix: Keep it concise and meaningful: bf2025_nytest or bf_2025_discount.
Conclusion
UTM mistakes can significantly distort your data. By avoiding these pitfalls, you’ll maintain crystal-clear campaign tracking and actionable insights. If you want a tool that streamlines this process and enforces best practices, check out our UTM generator—it’s designed to help you avoid every mistake on this list.
