Values
{
"utm_source": {
"description": "The referrer source (e.g., google, facebook, newsletter)",
"values": [
{
"value": "google",
"description": "Google search or display",
"when_to_use": "Any Google-based traffic",
"examples": [
"google",
"google_ads"
]
},
{
"value": "linkedin",
"description": "LinkedIn organic or paid",
"when_to_use": "LinkedIn posts, ads, sponsored content",
"examples": [
"linkedin",
"linkedin_ads"
]
},
{
"value": "facebook",
"description": "Facebook organic or paid",
"when_to_use": "Facebook posts, ads, sponsored content",
"examples": [
"facebook",
"facebook_ads"
]
},
{
"value": "twitter",
"description": "Twitter/X organic or paid",
"when_to_use": "Twitter posts, promoted tweets",
"examples": [
"twitter",
"twitter_ads"
]
},
{
"value": "email",
"description": "Email campaigns",
"when_to_use": "Newsletters, email marketing campaigns",
"examples": [
"email",
"newsletter"
]
},
{
"value": "direct",
"description": "Direct traffic",
"when_to_use": "Direct URL entry, bookmarks",
"examples": [
"direct"
]
},
{
"value": "organic",
"description": "Organic search",
"when_to_use": "Non-paid search results",
"examples": [
"organic"
]
},
{
"value": "referral",
"description": "Referral from another website",
"when_to_use": "Links from external websites",
"examples": [
"referral"
]
},
{
"value": "partner",
"description": "Partner or affiliate traffic",
"when_to_use": "Partner websites, affiliate links",
"examples": [
"partner",
"affiliate"
]
},
{
"value": "webinar",
"description": "Webinar registration or attendance",
"when_to_use": "Webinar landing pages, registration links",
"examples": [
"webinar"
]
},
{
"value": "podcast",
"description": "Podcast promotion",
"when_to_use": "Podcast show notes, mentions",
"examples": [
"podcast"
]
},
{
"value": "youtube",
"description": "YouTube videos",
"when_to_use": "YouTube video descriptions, cards",
"examples": [
"youtube"
]
}
]
},
"utm_medium": {
"description": "The marketing medium (e.g., cpc, email, social)",
"values": [
{
"value": "cpc",
"description": "Cost per click (paid search)",
"when_to_use": "Google Ads, Bing Ads, paid search",
"examples": [
"cpc"
]
},
{
"value": "cpm",
"description": "Cost per mille (display advertising)",
"when_to_use": "Display ads, banner ads",
"examples": [
"cpm"
]
},
{
"value": "email",
"description": "Email marketing",
"when_to_use": "Email campaigns, newsletters",
"examples": [
"email"
]
},
{
"value": "social",
"description": "Social media (organic)",
"when_to_use": "Organic social media posts",
"examples": [
"social"
]
},
{
"value": "social-paid",
"description": "Paid social media",
"when_to_use": "Paid social media ads",
"examples": [
"social-paid"
]
},
{
"value": "referral",
"description": "Referral traffic",
"when_to_use": "Links from other websites",
"examples": [
"referral"
]
},
{
"value": "affiliate",
"description": "Affiliate marketing",
"when_to_use": "Affiliate partner links",
"examples": [
"affiliate"
]
},
{
"value": "organic",
"description": "Organic search",
"when_to_use": "Organic search results",
"examples": [
"organic"
]
}
]
},
"utm_campaign": {
"description": "Campaign naming conventions",
"rules": [
{
"rule": "Use lowercase with hyphens",
"description": "Format: campaign-name-2025-01",
"example": "product-launch-2025-01"
},
{
"rule": "Include date for time-bound campaigns",
"description": "Add year-month for campaigns with end dates",
"example": "summer-sale-2025-06"
},
{
"rule": "Be descriptive but concise",
"description": "Use clear, specific names",
"example": "webinar-lead-gen-q1"
},
{
"rule": "Avoid special characters",
"description": "No spaces, underscores (except in source/medium), or special chars",
"example": "campaign-name-2025"
},
{
"rule": "Use consistent naming across channels",
"description": "Same campaign name across all channels for same campaign",
"example": "product-launch-2025-01"
}
]
},
"utm_term": {
"description": "Search terms (for paid search)",
"guidelines": [
"Use for paid search campaigns",
"Include actual search terms",
"Use lowercase with hyphens",
"Example: 'email-marketing-software'"
]
},
"utm_content": {
"description": "Content identifier (for A/B testing)",
"guidelines": [
"Use to differentiate similar links",
"Use for A/B testing",
"Use descriptive identifiers",
"Example: 'cta-button-red' or 'email-header-v2'"
]
}
}