URLTO GUIDE
UTM parameters work best when the same naming rules are used consistently.
There is no universal automatic answer for every UTM value. Define what source, medium, and campaign mean in your reporting workflow, then keep those labels consistent over time.
Set the baseline rules first
- Prefer lowercase values
- Use source for the platform or origin
- Use medium for the channel type
- Use campaign for the shared initiative name
- Pick either hyphens or underscores for spaces and stay consistent
Channel examples
- Search ads: utm_source=naver or google / utm_medium=cpc / utm_campaign=2026_fall_sale
- Instagram post: utm_source=instagram / utm_medium=social / utm_campaign=2026_fall_sale
- Messaging: utm_source=kakao or the actual platform / utm_medium=message / utm_campaign=2026_fall_sale
- Newsletter: utm_source=newsletter / utm_medium=email / utm_campaign=2026_fall_sale
Adapt medium to your analytics convention
These are examples, not mandatory values. If your analytics platform or organization has specific channel-grouping rules, align medium with those rules. The key is not to use several labels for the same meaning.
Use utm_content for creatives or placements
- Story A: utm_content=story_a
- Profile button: utm_content=profile_button
- Top email button: utm_content=top_button
- Use it only when the comparison will actually inform a decision
Shorten the finished UTM URL for sharing
Multiple UTM parameters make URLs long. Build the destination in URLTO UTM Builder, then shorten it so the shareable address stays compact while the campaign labels remain intact.