Most UTM problems are not technical failures. They are naming problems. A campaign can be tracked correctly and still produce messy reports if names change from link to link.
Build URLs with the UTM Builder and keep source, medium and campaign rules documented before people start sharing links.
Changing capitalization
Email, email and EMAIL can become separate report values. Lowercase is usually easiest to maintain.
Mixing source and medium
facebook belongs in source. social or paid_social belongs in medium. Mixing them makes channel reports noisy.
Creating one campaign per link
Campaign names should group related links. Use content or term when you need to distinguish variants inside the same campaign.
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