How to Create UTM Codes

How to Create UTM Codes for Unit Communications, including QR Codes for Print, Social Posts and Department Emails

Use the Google Analytics Campaign URL Builder Tool: https://ga-dev-tools.google/campaign-url-builder/

Create unique parameters for your campaign for each field as described above. 

To ensure that the fields are unique, please check the CEHD master UTM tracking spreadsheet: https://docs.google.com/spreadsheets/d/1r-LJNT2bdkjKPPPLS811u8I-g8j-3Idr-WFCi5yIheA/edit?gid=0#gid=0

Here’s an example of what the final assembled URL should look like:

[https://www.example.edu/news?utm_source=newsletter&utm_medium=email&utm_campaign=march_2026](https://www.example.edu/news?utm_source=newsletter&utm_medium=email&utm_campaign=march_2026)

Once the UTM code is generated, 

Best Practices for UTM Naming Standards

• Use Consistent Lowercase Letters: UTM tags are case-sensitive. Analytics tools treat Social, social, and SOCIAL as three completely different channels. Standardize all parameters to lowercase.
  
  

• Use Hyphens or Underscores for Spaces: Spaces break URLs. Replace spaces with hyphens (e.g., spring-2026-recap) to keep parameters clean and readable.
  
  

• Keep Tagging Consistent Across Teams: Create an internal directory or shared spreadsheet listing standardized utm_source and utm_medium values so team members do not create duplicate variants (e.g., deciding as an organization to use email instead of mixing email_blast, e-mail, and newsletter).
  
  

• Never Include Personal Data (PII): Do not pass personally identifiable information—such as user email addresses, names, or ID numbers—in UTM parameters, as this violates privacy policies and web analytics terms of service.

How to Enable UTM Codes in Slate

For email communications that are generated by Slate, you don’t need to use an external 

All Slate communications should have UTM codes enabled. This means that any time a Slate message sends an email, all of the links will automatically have a UTM code attached.

Click "edit communication"

Click "Edit properties"

Toggle UTM codes to "enabled"

Slate Email Communications for RFIs
utm_source: cehd_slate for CEHD main, or cehd_ssw_slate (college + unit + Slate)

utm_medium: email

utm_campaign: enroll

utm_term: apply (if running paid campaign, if not, ignore)

utm_content: acronymn + email purpose (e.g. SSW_MSW_AS_thank_you, OLPD_CIE_PhD_funding)

Slate Email Communications for Infosessions 

utm_source: cehd_slate for CEHD main, or cehd_ssw_slate (college + unit + Slate)

utm_medium: infosession-email

utm_campaign: enroll-infosession

utm_term: apply-info

utm-content: infosession-comm