Guide al tracciamento delle campagne
Principi pratici per un tracciamento UTM pulito e senza errori.
I 5 parametri UTM fondamentali
Identifies the specific platform, vendor, or publication sending the traffic. Examples: google, newsletter, linkedin.
Identifies the marketing channel or delivery medium. Examples: cpc, email, organic_social, referral.
Identifies the individual marketing campaign, seasonal offer, or product launch. Examples: spring_sale, brand_awareness, webinar_q3.
Primarily used in paid search campaigns to record target keywords or audience targeting tokens. Examples: running_shoes, crm_software.
Used to differentiate creative variants, ad sizes, or link placements within the same campaign. Examples: hero_banner, text_cta_button.
5 Costly UTM Mistakes to Avoid
1. Inconsistent Casing (Case Sensitivity)
Analytics platforms treat utm_source=facebook, Facebook, and FACEBOOK as three separate sources. Always enforce lowercase conventions across your marketing team.
2. Multiple Question Marks (?)
A URL can only contain one ? delimiter to begin the query string. Subsequent parameters must always be joined with an ampersand (&).
3. Incorrect Fragment Placement (#)
URL fragments (e.g. #pricing) must always be placed at the very end of the URL. If you place query parameters after the fragment hash, web servers and analytics scripts will not receive them.
4. Unencoded Spaces & Special Characters
Spaces in URLs can cause links to break when shared across email clients or chat apps. Use underscores (_) or hyphens (-) as separators, or verify that spaces are properly encoded as %20.
5. Tagging Internal Links
Never use UTM parameters on links between pages on your own website. Doing so overwrites the visitor's original acquisition source and inflates your session and attribution metrics.
Put These Guidelines into Practice
Use UTMVerify's free client-side tools to test and build verified campaign URLs: