Table of Contents
UTM Parameters & Calculator Guidelines
How and when to apply tags to objects related to your marketing campaign.
1. What is UTM Parameters?
UTM parameters are essential for accurately tracking campaign performance across channels such as email, paid media, and social. Without them, marketing attribution becomes inconsistent and unreliable.
A UTM (Urchin Tracking Module) parameter is a small piece of text added to the end of a URL that allows marketing tools (like Google Analytics, Pardot/Marketing Cloud Account Engagement, Salesforce) to track where traffic comes from and how users interact with campaigns.
To ensure consistent and accurate campaign tracking across all marketing activities, we provide an internal UTM and Naming Convention Generator. This tool is designed to automatically generate standardised UTM parameters and naming conventions aligned with our internal marketing governance.
2. The Standard UTM Parameters
utm_medium ➡️ Identifies the marketing channel. (e.g., email)
utm_campaign ➡️ Identifies the campaign name or code (e.g., 26xx016)
utm_content ➡️ (optional) Differentiates similar content or ad format
3. About the UTM Calculator
By using the calculator, teams eliminate manual errors and guarantee consistency across all marketing activities. Below are the medium(s) available:
Paid Social | Search & Display | Organic Social | Partner | ||
Traffic generated from links within email communications. Examples:
| Traffic coming from paid advertisements on social platforms. Platforms include:
| This includes two sub-channels: Search: Paid Search is the channel by which users arrive at your site via ads on search-engine sites like
Display: Display is the channel by which users arrive at your site/app via
| Organic Social is the channel by which users arrive at your site via non-ad links on social sites. Examples:
| Traffic generated from external partners or affiliates. Example:
| Print users arrive to website via scanning QR codes printed on own materials Examples:
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4. How to Use the UTM Calculator
Step 1: Select a Medium
Choose the relevant channel (e.g., Email, Paid Social, Search & Display).
Step 2: Complete Required Fields
Fill in all mandatory fields depending on the medium you select such as:
- Country Code (e.g., BE), Language (e.g., NL), Campaign Code (e.g., 26CD016)
- Add Additional Details (Optional)
Step 3: Generate Results
Click “Get the final result” to automatically generate:
✅ UTM parameters aligned with our internal marketing governance
✅ Naming conventions for email assets, landing pages, forms, ...
✅ A complete summary of your submission
Best Practices and Key Benefits of using the Calculator
✔️ Always use the calculator instead of manually building UTMs
✔️ Follow the naming conventions and guidelines strictly
✔️ Do not use space and dash in utm parameters. Use underscore ('_') in Campaign UTM Description to separate words instead of spaces. Note: Only the build-up uses dashes (-) for certain parameters. ✅ Campaign UTM Description=demo_ebook | ❌ Campaign UTM Description=demo ebook
✔️ Keep your URLs clean, descriptive, non-redundant, and easy to read.
✔️ Don’t Use UTM Parameters for Internal Links.
✔️ Reach out to the Marketing Automation Team regarding the calculator
Where to use UTM Parameters | Where can we see the data | Where to avoid UTM Parameters |
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Allows us to do source / medium / campaign reporting in Google Analytics.
Allows us to do source / medium / campaign reporting on opportunities. |
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