Should I write the campaign name with spaces like Ramadan Sale 2026, with underscores, or with hyphens? How does each look in the link?

One name in three styles

In the UTM campaign link builder we entered the oud page, source instagram, medium social and the campaign Ramadan Sale 2026, then changed the Spaces inside values option each time.

Keep them, so they are encoded as +:

https://example.com/oud?utm_source=instagram&utm_medium=social&utm_campaign=Ramadan+Sale+2026

Replace with _ and turn on lowercase:

https://example.com/oud?utm_source=instagram&utm_medium=social&utm_campaign=ramadan_sale_2026

Replace with - without lowercase gives the value Ramadan-Sale-2026, and with lowercase ramadan-sale-2026.

Which to choose

• Spaces: the name reads in reports exactly as typed, but the link looks untidier, and people copying it by hand sometimes swap + for a space or the other way round.
• Underscores: common in campaign names, and they keep the name as one token that is easy to search for in reports.
• Hyphens: just as readable, and they look like the page slugs in your URLs.

The UTM convention itself has no right or wrong style here. Pick one now and write it into a naming sheet you share with your team.

Why mixing styles costs you

Most analytics tools compare values character by character. If a colleague tags the ad with ramadan_sale_2026 and you write Ramadan Sale 2026 in a WhatsApp message, your report shows two rows. Either you add them up by hand every time, or you forget one and think the campaign did worse than it did.

Setting the options once

1. Turn on Make values lowercase. It is off by default.
2. Under Spaces inside values, choose Replace with _ or Replace with -.
3. Type names however they come to you from then on; the tool makes them uniform in the link and in the parameter table.

Spaces at the start and end of a value are always removed whatever you choose, so a stray space from pasting is not a worry.

And if the campaign name is Arabic?

Lowercase does nothing to Arabic letters, which have no case, but space replacement does apply. The name «عروض رمضان» with underscores becomes عروض_رمضان and is written in the link as %XX codes, since links cannot carry Arabic letters directly. The resulting link is 131 characters long, against 93 for the Latin name. If you have a long list of names and want their letter case made uniform before you use them, run it through the Text case converter.