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Common questions
What are UTM parameters?
UTM parameters are short tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) added to a URL so analytics tools can attribute traffic to the exact channel, campaign and creative that drove the click.
Which UTM parameters should I always set?
Always set utm_source (the platform, like meta or tiktok), utm_medium (the channel type, like paid-social or cpc) and utm_campaign (the campaign name). Use utm_content to tell creatives apart, which is essential when you are testing many variants.
Should UTM values be lowercase?
Yes. UTM values are case-sensitive in most analytics tools, so "Meta" and "meta" become two different sources. Stick to lowercase with hyphens, which is what this builder enforces.