Why does capitalisation matter?

Analytics treats Email and email as two different mediums.

Can I put the parameters after the hash?

No. Anything after # never leaves the browser, so analytics cannot see it.

Build a tracked link, and catch the mistakes that split one campaign into four.

Page URL

SourceWhere it came fromMediumHow it travelled

Campaign

Term (optional)Content (optional)

Force lowercase

Your link

https://example.com/page?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launch

Why does capitalisation matter?: Analytics treats Email and email as two different mediums.
Which parameters do I actually need?: Source and medium.
Can I put the parameters after the hash?: No. Anything after # never leaves the browser, so analytics cannot see it.
Do these work with tools other than Google Analytics?: Yes.