UTM links are useful only if the names stay consistent. If one person uses facebook, another uses fb, and a third uses Facebook Ads, reports become harder to read.
Build links with the UTM Builder and keep a small naming rule for source, medium and campaign. For the basics, read UTM parameters explained.
Keep source simple
Use the platform or sender name: google, newsletter, linkedin. Do not mix brand names, channel names and campaign names in the same field.
Use medium as the channel type
Medium should describe the type of traffic, such as cpc, email, social or referral. Pick a short list and reuse it.
Name campaigns for humans
Campaign names should be readable later. Include the product, offer or period, and use lowercase with separators. A boring consistent name is better than a clever name nobody understands.
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