Standard UTMs

URL Structure

The contents of your URLs may vary, but the general structure will likely follow the format below. This example breaks down the following URL:

Base URL

First parameter

Second parameter








Separates your landing page URL from your parameters. Values included before the first ? will be interpreted as part of your landing page URL. You should only have one ? in your URL–there’s no need to include additional ? to separate GA parameters from Rockerbox parameters, for example.


Separates parameters. You’ll want to include an & between each of your parameters. If you include UTMs and Rockerbox parameters in the same URL, the only necessary separation between the two groups is the & between the last UTM value and the start of Rockerbox parameters.


Separates a parameter’s name from its value.

Rockerbox recommends the use of utm_medium, utm_source, and utm_campaign, at minimum. The values for these parameters should be consistent in content and in formatting.

  • utm_medium - a value for the type of ad or channel, such as social, organic, banner, paid, cpc, affiliate, etc.
  • utm_source - a value for the platform used, such as facebook, google, or bing
  • utm_campaign - a value for the campaign type; this should be more general than the actual campaign name in platforms such as Google AdWords or Facebook, such as “prospecting” or “retargeting”

Additionally, you may choose to use utm_content and utm_term. The use of these parameters varies across clients and should be specific to how you’d like to see your data categorized. For example, you may use utm_content to store strategy names and utm_term for keywords.


Keeping a consistent naming scheme and formatting is a best practice that allows for your data to be grouped correctly. If you use a particular medium or source name, consistently use that name across platforms. If you append years or dates to campaign names in utm_campaign, do so consistently.

Platform-Specific Parameters

Rockerbox uses platform-specific URL parameters in addition to your UTM values. Any values that are dynamically added via these platform parameters are not required to be used in your UTM values. For example, platform parameters for Facebook include ad set ID, so you wouldn’t need to include the ad set ID in your UTM values.

If you’re working with a set of existing UTM parameters, you may have some values in both your UTM values and platform parameters–these duplications won’t negatively impact your data and can remain in place.

It is always recommended that you use Rockerbox’s platform-specific URL parameters where available rather than custom UTMs. See more about the risks of forgoing Rockerbox parameters here

Additional Resources

See the links below for additional UTM guidance and examples.

* Example 1 - Overview of UTMs

* Example 2 - Google Analytics guidance

* Example 3 - Facebook guidance

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