Skip to content
The Ad Mart
Docs home

Docs/Tools and templates

UTM link builder

Build consistent, trackable links for every placement. Values are lower-cased and hyphenated automatically so your reports stay tidy.

Updated September 2026

Presets

Conventions we use

  • Lower-case, hyphenated. local-expert-spring-2026, never Local Expert Spring. Analytics tools treat different capitalisation as different campaigns.
  • Source = who (the publisher, show or platform). Medium = what (newsletter, podcast, display, sponsored, social). Campaign = why (the campaign name, the same across every placement).
  • Content separates placements inside one campaign — sponsor-banner vs featured-item, or 300x250 vs 728x90.
  • Never put personal information or prices in a URL.

The full guide, with examples per channel, is in How to build links with UTM parameters.