Use campaign links without personal information
UTM parameters add campaign labels to a destination link so compatible Analytics collection can identify its source. They should describe the campaign, not the person receiving it. URLs can be copied, logged and shared, so never hide customer information inside tracking labels.
Before you start
- Choose a real public destination that answers the campaign's promise.
- Confirm whether your website's privacy and measurement setup supports campaign attribution.
What to do
Choose a small naming convention
For a café newsletter, you might use newsletter as the source, email as the medium and autumn_menu as the campaign. Keep spelling and case consistent across related links. Avoid creating a new slightly different label each time someone copies the same promotion.
Use the supported builder or format
Google’s campaign-link guidance explains the supported parameters and builder. Add labels to the intended public page rather than an account dashboard. If a URL already has parameters, use the proper joining format instead of adding another question mark and breaking the address.
Keep people out of the labels
Do not include a recipient’s name, email address, telephone number, order reference or recovery token. Use a campaign-level identifier shared by many recipients. Also check any automatic tool that fills values for you; generated links can expose information without anyone typing it manually.
Check the journey before sharing widely
Open the final link to verify its destination, then arrange an authorised measurement check where appropriate. Some sites deliberately strip query information from analytics, so a working link does not prove attribution. Keep the link and intended labels in your campaign record for later interpretation.
What to check
- The destination is public, relevant and working.
- Labels are consistent and describe a campaign rather than an individual.
- Measurement support has been checked rather than assumed from the URL.
Sources and further reading
Platform features can change. Check the provider’s current guidance before changing a live service.