Which UTM fields do I need?

Source, medium and campaign are the basics; content is ideal for the creative or hook so you can compare them.

Most analytics tools treat “Meta” and “meta” as two sources. Lower-case values keep them together.

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One clean link per creative

Consistent UTM values keep your analytics readable – no more “Meta”, “meta” and “facebook” in three rows.

Landing page

Source

Medium

Campaign

Content (creative)

Term (optional)

Your link

https://shop.example/products/cold-brew?utm_source=meta&utm_medium=paid_social&utm_campaign=q1_hooks&utm_content=ugc_hook_a

Values are lower-cased and spaces become underscores, so “Paid Social” and “paid social” never split your reports. Meta also supports dynamic parameters like {{ad.name}} in the content field.

Questions

Which UTM fields do I need?: Source, medium and campaign are the basics; content is ideal for the creative or hook so you can compare them.
Why lower-case?: Most analytics tools treat “Meta” and “meta” as two sources. Lower-case values keep them together.

Name creatives that are worth tracking

Hook variants, formats and offers – each with its own name and link.

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