Use a naming convention before creating links
Analytics becomes messy when one team alternates between paid-social, paidsocial and Paid Social. Decide source, medium and campaign naming rules before generating dozens of URLs.
Preserve existing query parameters
The builder adds or replaces UTM parameters without discarding unrelated query values in a valid URL.
Do not put secrets in query strings
UTM parameters are visible in URLs, browser history, logs and analytics. Never place personal data, passwords or confidential campaign information in them.
Track the link inventory
A campaign table is more valuable than isolated generated URLs because it preserves purpose, owner, channel and notes for later reporting.