UTM tags: tracking lead sources without the mess
UTM tags are the only way to know which post, channel or banner produced a customer — and they only work if the whole team follows one convention.
The five parameters
utm_source is the platform (google, instagram, telegram), utm_medium the traffic type (cpc, social, email, banner), utm_campaign the campaign name. utm_content identifies the specific creative or button, utm_term the keyword.
The first three are always mandatory. Without utm_medium, 'instagram' could mean paid ads or an organic post and your reports collapse.
Naming rules
Lowercase only — Google and google become two separate sources. Latin characters and hyphens only, no spaces or Cyrillic, or links break when pasted into messengers.
Keep one shared document of allowed values. As soon as three people tag links freely you end up with instagram, Instagram, insta and ig.
Never put UTM tags on internal site links: it resets the visitor's original source and credits the lead to an internal click.
Telegram, Instagram and offline
Tag each Telegram channel and post separately so you can see which channels produce leads rather than views — essential when buying placements in Uzbek channels.
Tag bio links and story links differently to separate organic reach from paid. For offline, use a distinct QR code per medium: one for business cards, one for banners, one for flyers.