Learn
What is UTM Hygiene?
Best practices for maintaining clean, consistent UTM parameters that enable accurate channel attribution.
Page Metadata
- Meta Title
- What is UTM Hygiene? | Marketing Guide
- Meta Description
- Learn UTM hygiene best practices - how to create, maintain, and govern UTM parameters for accurate tracking.
- Primary Keywords
- UTM hygieneUTM best practices
- Secondary Keywords
- UTM parameterscampaign trackingURL tagging
Definition of UTM Hygiene
UTM hygiene refers to the practice of maintaining consistent, accurate, and well-governed UTM parameters across all marketing campaigns and channels.
The Five UTM Parameters
utm_source
utm_medium
utm_campaign
utm_term
utm_content
Understanding each parameter and its proper use is fundamental to good UTM hygiene.
Common UTM Problems
Inconsistent naming
Missing parameters
Typos and variations
Case sensitivity
The most common UTM hygiene issues and why they matter for attribution.
Impact of Poor UTM Hygiene
Fragmented reporting
Inaccurate channel attribution
Lost source data
How UTM problems translate to real analytical and decision-making impacts.
Establishing UTM Governance
Building processes and tools to maintain UTM hygiene at scale.