Marketing · Guide

UTM builder examples for common channels

Here are realistic UTM patterns for the channels marketers actually use. Use them as templates — adjust campaign names to match your own naming convention.

Last reviewed: April 2026

Google Ads (paid search)

Source is the platform, medium is cpc, term is the keyword, content distinguishes ad variants.

?utm_source=google&utm_medium=cpc&utm_campaign=brand_us&utm_term=utility+belt&utm_content=rsa_v1

Meta Ads (Facebook & Instagram)

Use facebook or instagram as the source so you can split the two in reports. Medium is paid_social or cpc — pick one and stay consistent.

?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_launch&utm_content=hero_video
?utm_source=instagram&utm_medium=paid_social&utm_campaign=spring_launch&utm_content=carousel_a

LinkedIn Ads

Same pattern, different source.

?utm_source=linkedin&utm_medium=paid_social&utm_campaign=q2_demo&utm_content=single_image_b2b

Newsletters

Source is the list or sender. Medium is email. Campaign is the specific send. Content distinguishes link positions (header vs footer vs CTA).

?utm_source=weekly_digest&utm_medium=email&utm_campaign=2026_04_22&utm_content=primary_cta

Partner & affiliate links

Use the partner name as the source so you can attribute revenue back to them. Medium is referral or affiliate.

?utm_source=partner_blog_acme&utm_medium=referral&utm_campaign=evergreen_review