For the links that aren't automated yet. Build consistent tracking URLs manually, then automate the whole thing with Lethani.
Lethani automates UTM tagging for every link your team creates. Define rules once. Get clean attribution data forever.
Inconsistent UTM values fragment your attribution data. A link tagged LinkedIn
and another tagged linkedin appear as two separate sources in your CRM.
A few rules enforced consistently prevent this.
UTM values are case-sensitive. Email, email, and EMAIL
are three different sources. Standardise on lowercase across your entire team, without exception.
Spaces in UTM values get encoded as %20 or +, depending on the tool.
Hyphens are universally safe, readable, and consistent across all analytics platforms.
utm_medium should describe the marketing channel: email,
paid-social, organic-social, cpc, display.
Not the platform — that belongs in utm_source.
Use the same utm_campaign value for every link in a campaign.
Changing the value mid-campaign splits the data in your reports.
Agree on the name before launching.
Use utm_content to differentiate between versions of the same ad
or between multiple links in the same email: cta-hero, cta-footer,
text-link.
utm_term was designed for paid search keyword tracking.
Do not use it for other purposes. Leave it blank for social, email, or display campaigns.
The generator is for one-off links. Lethani is for every link, automatically, without anyone on your team thinking about UTM parameters again.