For a paid social sale:
utm_source=facebook&utm_medium=paid_social&utm_campaign=black_friday_2026&utm_content=carousel_shoes
For a product email:
utm_source=newsletter&utm_medium=email&utm_campaign=black_friday_2026&utm_content=hero_product
Keep the campaign stable
Use the same campaign value across channels when links support the same promotion. Use content for products, placements, and creative variants. This keeps cross-channel comparisons possible.
Generate the links with the BestUTM builder and keep the final URLs in a campaign sheet.
Keep promotion names stable across channels
If email, paid social, and a QR code all support the same sale, reuse the same campaign value and vary source and medium. Use content for product, creative, or placement details.
After the sale, preserve the campaign sheet and link list. Historical promotion names are useful when planning the next seasonal campaign.
Before publishing
Check that the destination page is the one intended for this audience and that the final URL contains the same values shown in the campaign plan. A link can be syntactically valid and still point to the wrong product, offer, or market.
Save the decision
Keep this pattern in a shared campaign document so the next person can create a matching link without guessing. The goal is not to create more parameters; it is to make the same reporting decision repeatable.
Example seasonal campaign plan
A Black Friday campaign can reuse black_friday_2026 across email, paid social, and QR material. Source and medium explain where traffic came from; content can identify a product category or creative.
Do not reuse the same campaign name for a different offer next year unless your year convention makes the distinction clear.
← Back to all articles