Influencer campaigns often use several creators and placements. A unique tagged link for each creator makes it easier to compare traffic and conversions.
Example convention
utm_source=creator_alex&utm_medium=influencer&utm_campaign=product_launch&utm_content=instagram_story
The source identifies the creator, the medium identifies the channel type, and content identifies the placement.
One link or several?
Use one link per creator when you only need creator-level reporting. Use additional links for materially different placements such as a story, bio, video description, or newsletter.
Keep creator names stable
Agree on a format before sending links. Use lowercase, avoid spaces, and document how names are shortened. Do not let every creator invent a different spelling.
What to record
- Creator name and social profile.
- Campaign and offer.
- Placement and publishing date.
- Final URL and UTM values.
Generate the links with the BestUTM builder and include them in the creator brief or handoff document.
Include tracking in the creator brief
Give every creator a complete link and explain which part must not be edited. Record the creator, platform, placement, publishing date, landing page, and campaign value in one handoff document.
Use one naming convention for creator names. Otherwise creator_alex, alex_creator, and alex may become separate sources for the same person.
Make the rule usable for the team
A tracking rule only works when the person creating the link can find it at the moment of work. Put the convention in the campaign brief, template, or handoff document rather than relying on a senior marketer to explain it each time.
After the campaign, keep the final links and the reasoning behind unusual values. This turns one-off decisions into reusable team knowledge.
Plan for link limitations
Some creator platforms limit clickable placements or encourage a link-in-bio page. Decide whether the UTM link points directly to the landing page or first to an intermediate destination, then test whether the campaign parameters survive the complete journey.
Do not reuse one generic creator link if creator-level comparison is part of the commercial agreement.
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