All guides, by feature

Choose what fills each UTM parameter

5 stepsUpdated 13 Oct 2026

In the UTMs section of Taxonomy, map each UTM parameter to a dimension or to the campaign name.

Before you start

Who can do this: Agency Owner, Admin or Manager
Where in Orbit: Sidebar › Manage › Settings

Steps

Tick a step’s number when it’s done. We’ll remember where you were.

Open Settings, choose the Taxonomy tab and open .
For each parameter, pick what fills it under Maps to: a dimension, or __campaignname for the whole campaign name.
Tick Required for parameters every link must carry.
Need another parameter? Press + Add UTM param.
Press Save.

When it worked

Orbit shows “✓ All changes saved”, and uses these mappings when it generates UTMs for what it builds.

If something goes wrong

You can’t rename a parameter you added.
Added parameters are named utm_custom_ followed by a number, and can’t be renamed.
The dimension you want isn’t under Maps to.
Add it on Dimensions first, then pick it here.

How it works

Explainer: Taxonomy: your naming rules

Taxonomy is your agency’s naming standard. Orbit’s build agent reads it to name campaigns, ad groups and creatives and to fill in UTM parameters. A client can have its own rules without changing anyone else’s.

Names have three levels: Campaign, Ad Group and Creative.

Orbit starts you with seeded rules. Campaign names are advertiser, campaign, channel and platform. Ad group names are tactic, an optional audience, and region. Creative names are advertiser, campaign, concept and an optional version, joined with _ in lower case.

The seeded UTMs fill utm_source from platform, utm_medium from channel and utm_campaign from the campaign name, all required, plus utm_term from audience and utm_content from concept.

The five sections of Taxonomy
Section	What it holds
Dimensions	Named tokens such as advertiser, channel or region, each at one level, with their allowed values.
Naming Patterns	The tokens in each level’s name, in order, each required or optional.
UTMs	What fills each UTM parameter: a dimension or the campaign name.
Linter	The delimiter, casing, maximum length and a regex names should match.
Agent Contract	The resolved rules the agent reads, shown read-only.

Rules come in three layers: Orbit’s seed, your agency default, and a client’s override. The most specific wins.
In Editing, pick Global (Agency default) to change the agency default, or a client to override it for that client only.
Saving stores only what differs from the layer above. Items set for the client you’re editing show an overridden badge.
Edits save only when you press Save.
Taxonomy also drives creative names and helps Pacing read region and audience from names.