UTM Hygiene — Indie Commerce Hub
Required Parameters
| Parameter | Description | Example |
|---|---|---|
| utm_source | Channel or platform sending traffic | pull-site, medium, linkedin, partner-newsletter |
| utm_medium | Format of promotion | hero, sidebar, email, sop |
| utm_campaign | Campaign or initiative name | beauty-bot, magnet-launch, distribution |
| utm_content | Specific creative or placement | see-it-in-action, checklist-cta, footer-link |
| utm_term | Optional keyword or audience tag | retargeting, shopify-plus |
Default Values by Placement
- Header CTA — utm_source=pull-site, utm_medium=nav, utm_campaign=see-it-in-action, utm_content=primary
- Hero secondary CTA — utm_medium=hero, utm_content=checklist
- Vertical cards — utm_campaign=vertical-cards, utm_content=<lead_tag>
- Magnet blocks — utm_campaign=magnets, utm_content=<magnet-title>
- Footer links — utm_medium=footer, utm_content=<slug>
- Distribution SOP links — utm_source=playbook, utm_medium=distribution, utm_campaign=syndication, utm_content=<channel>
Tracking Expectations
- Preserve original UTMs through /api/lead payload (utm_source, utm_medium, utm_campaign, utm_content, utm_term).
- Persist UTM data in sessionStorage and a 30-day cookie for multi-step flows across sessions.
- Ensure ConvertKit tags include the same campaign naming for segmentation.
- Include lead_tag (beauty_lead, pet_lead, home_lead, etc.) in HubSpot submissions.
Example Sharing Link
https://indiecommercehub.com/resources/magnets/store-launch-checklist?utm_source=team&utm_medium=share&utm_campaign=launch-checklist&utm_content=notion
Governance
- Update this doc when new campaigns launch.
- QA weekly to confirm UTMs populate in GA4/Plausible events and HubSpot contact properties.