Are UTM parameters case sensitive?

Yes, in practice. UTM values are treated as different strings when the case differs, which splits your analytics reports.

Which parameters should I always set?

Source, medium, and campaign are the core three. Add term for paid keywords and content to separate variants.

UTM parameters on internal links are best avoided because they can create duplicate URLs. Use them for external campaigns.

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Build campaign URLs with UTM parameters.

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Build campaign URLs with UTM parameters so analytics can attribute traffic to the right source, medium, and campaign.