UTM parameters are simple in theory, just a few tags added to your URLs so you can see where your traffic is coming from. But in practice, small mistakes can quietly break your entire campaign tracking. The result? Inaccurate reports, messy data, and frustration when trying to prove what’s working.
Let’s go over some of the most common UTM mistakes (and how to avoid them).
1. Using Inconsistent Naming
One week you use utm_source=facebook, next week it’s utm_source=fb. Guess what—your analytics tool sees those as two different sources.
Fix: Decide on a standard naming convention. Always use lowercase, and keep names consistent. For example:
- âś…
utm_source=facebook - đźš«
utm_source=FB
Better yet, use a tool like UTM Manager to automatically apply your rules and prevent inconsistencies.
2. Putting the Wrong Values in the Wrong Fields
A common error is mixing up utm_medium and utm_source. For example:
utm_source=adwords&utm_medium=google
Here, the platform (Google Ads) should actually be the source, and adwords or cpc should be the medium.
Fix:
utm_source= Platform or website sending traffic (e.g., facebook, google, newsletter)utm_medium= Type of channel (e.g., cpc, social, email)
3. Forgetting to Add UTMs Altogether
It happens more than you think. A campaign goes live, but nobody tagged the links. Now you’ll never know how much traffic came from that post or ad.
Fix: Create a pre-launch checklist that includes UTM tagging for every campaign link e.g., emails, social posts, and paid ads.
4. Over-tagging Internal Links
Adding UTM tags to links inside your own website (like navigation or homepage buttons) breaks session tracking. It resets the session and makes your analytics think the user came from a new campaign.
Fix: Never use UTM parameters on internal links—use event tracking or page paths instead.
5. Using Spaces or Special Characters
UTMs don’t like spaces. “Spring Sale” turns into spring%20sale, which looks messy and can cause errors.
Fix: Replace spaces with underscores or dashes, and avoid special symbols:
utm_campaign=spring_sale_2025
6. Forgetting Case Sensitivity
Analytics platforms treat Email and email as two different values.
Fix: Always go lowercase. utm_source=email is cleaner and consistent.
7. Not Testing Your Links
Sometimes UTMs get cut off or encoded incorrectly, especially in email clients or shortened URLs.
Fix: Before launching a campaign, click your links and make sure they show up properly in Google Analytics (or whatever analytics tool you use).
8. Ignoring Long-Term Maintenance
UTM links can pile up fast. Before you know it, you have hundreds of inconsistent URLs.
Fix: Keep a shared UTM tracker or use a management system that stores your parameters, templates, and rules in one place like UTM Manager. It prevents duplication, enforces rules, and helps you stay consistent across the team.
Final Thoughts
UTMs are powerfu but only if they’re clean, consistent, and used correctly. A few minutes spent tagging links properly can save hours of cleanup later.
If you’d like expert help setting up your tracking framework or cleaning up your existing mess, Optizent can help you build a robust UTM and analytics governance process. Learn more at Optizent.com or start managing your own campaigns the right way with UTM Manager.