How to Use and Build UTM Parameters at Scale
A guide to UTM parameters — what they are, naming conventions and campaign formulas, and building a scalable Google Sheets UTM builder for team collaboration.
Marketers who want to know which promotional elements perform best need a consistent way to tag and track their links. This guide covers what UTM parameters are and how to build them at scale.
What Is A UTM Parameter?
UTM stands for Urchin Tracking Module, representing the format Google uses to monitor unique URLs. A UTM parameter functions as a tag appended to a URL’s end, transmitting data to Google Analytics when clicked. This enables marketers to identify which promotional elements—such as ads or email links—perform most effectively.
Example format: ?utm_medium=email&utm_source=blog&utm_campaign=blog-2016-january-13&utm_content=text-link-latest
How to Get Started Using UTM Parameters
The foundation of effective UTM implementation involves establishing consistent naming conventions. As the article emphasizes, “UTMs can NOT be deleted or changed in Google Analytics EVER,” making standardization critical from the outset.
SaaScend recommends four foundational rules:
- Follow the UTM Parameter Formula
- Always use lowercase letters
- Use hyphens instead of underscores
- Keep naming simple
The Campaign Formula
The recommended structure follows: Content Type + Year + Month + Day or Asset Name (Optional)
Examples include:
- newsletter-2015-october-week1
- ebook-2015-september-UTMs
- blog-2015-october-22
The article distinguishes between two activity types: date-dependent activities (like newsletters) and continuous activities (like downloadable resources), allowing for cleaner analytics filtering.
Source and Medium
Rather than relying on Google’s default categories, teams should define source and medium parameters aligned with their specific needs. The article suggests avoiding generic terms like “email” or service provider names. Instead, use descriptive identifiers: for email sources, specify “drip,” “newsletter,” or “blog” rather than generic labels.
How to Build UTM Parameters
While several free tools exist—including Google’s URL Builder and Buffer’s UTM Tagger—they lack scalability and team collaboration features. SaaScend developed a custom Google Sheets-based UTM Parameter Builder that addresses three key limitations of existing tools:
- Inability to scale or track historical results
- Inconsistent UTM construction processes
- Limited collaboration capabilities
The custom solution uses dynamic dropdown menus ensuring consistent source and medium selections across campaigns.