utm_campaign
The UTM parameter that names the specific push, offer or promotion a link belongs to.
utm_campaign groups every link that belongs to one push: spring-sale, black-friday-2026, webinar-oct. It is the parameter you report on most, because it maps to decisions: which offer, which launch, which promotion.
Keep a shared list of campaign names, lowercase with hyphens, so the same campaign has one spelling across ads, emails and social posts. Ad platforms can fill it in for you with dynamic values, such as Meta's {{campaign.name}}.
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