utm_source=creator_alex&utm_medium=influencer&utm_campaign=summer_sale&utm_content=instagram_story
For a blog review, use utm_content=blog_review. For a video, use utm_content=youtube_description. Keep the creator naming convention stable across the whole campaign.
Provide each creator with a complete link and record the destination, placement, publishing date, and agreed campaign value. Use the BestUTM builder to create the variations.
Make handoff part of the campaign
A creator should receive the final URL, the intended placement, a short explanation of the parameters, and instructions not to remove the query string. Store the same information internally for later reporting.
If discount codes are also used, treat them as a separate signal and do not assume the UTM alone measures every conversion.
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 creator matrix
For three creators, keep the campaign fixed and vary source: creator_ava, creator_noah, and creator_mia. Vary content only when each creator uses more than one meaningful placement.
This structure makes it possible to compare creator-level traffic without making unrelated placements look like separate campaigns.
← Back to all articles