Cleaning up inconsistent values
Three different spellings — "Instagram Story", "instagram-story" and " INSTAGRAM story " — all become the same single value, instagram_story, once run through the generator’s formatting rules.
UTM naming convention generator
Consistent UTM values matter as much as the tags themselves — "Instagram" and "instagram" show up as two different rows in most analytics tools. This generator takes your platform, content type and campaign name and outputs a clean, lowercase, consistently formatted naming convention you can reuse across every campaign.
Where the traffic comes from, in any format you like.
The kind of post or asset, e.g. video ad, carousel, newsletter.
The specific campaign, e.g. spring launch.
Your cleaned values
- utm_source
- instagram_story
- utm_content
- video_ad
- utm_campaign
- spring_launch
Combined pattern
Values were cleaned: lowercased, one separator, symbols removed.
How to build a consistent UTM naming convention
- Pick your building blocks. Decide which parts matter most for your reporting — typically platform, content type and campaign name.
- Enter one example of each value. Type a sample platform, content type and campaign name into the generator’s fields.
- Review the cleaned-up output. The generator lowercases every value and replaces spaces with a single consistent separator automatically.
- Save the convention as a template. Copy the resulting pattern and reuse the same structure for every future campaign’s UTM values.
- Apply it in the UTM builder. Use the same cleaned values in the single-link UTM builder to generate the actual tagged campaign URL.
Worked examples
A repeatable campaign pattern
A convention like platform_content-type_campaign-name produces values such as linkedin_video_q1-launch for every new campaign, so 2 campaigns months apart still report identically.
UTM naming convention FAQ
- Why does UTM naming consistency matter?
- Most analytics tools treat differently capitalized or formatted values as separate entries, splitting one campaign’s data across multiple rows.
- What format does the generator output values in?
- All lowercase, with spaces replaced by a single consistent separator, matching the convention most analytics platforms expect.
- Does this tool build the actual tagged URL?
- No — it generates the naming convention and example values; the UTM builder tool assembles those values into the final tagged link.
- Should I use hyphens or underscores in UTM values?
- Either works as long as you pick one and use it consistently — the generator defaults to one separator throughout for consistency.
- Can I reuse the same convention across every platform?
- Yes — a shared convention across platforms is exactly the point, so your reports read the same way regardless of source.
- Does capitalization actually matter for UTM parameters?
- Yes — most analytics tools are case-sensitive, so "Spring" and "spring" can appear as two different campaign values.
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