Free tool
UTM Builder
Campaign tracking breaks on spelling, not on strategy. Build the URL here and the parameters come out the same every time.
UTM Builder
Why it matters
Three spellings, three sources.
Analytics does not know that Facebook, facebook and FB are the same place. It reports them as three sources, splits the numbers between them, and every one of them looks too small to matter.
The same goes for email against e-mail, and for a campaign named once with a space and once with a hyphen. None of it is a hard problem; it is just a problem nobody notices until a quarter of reporting is already wrong.
This builder lower-cases and hyphenates by default, and replaces any utm_ parameters already on the URL rather than appending a second copy — two of the same key is the most common way a hand-built link reports to the wrong bucket.
Contact
Tell us the site and what it should be ranking for.
We will look at it and come back with what we would do and what it would cost. If we are not the right fit for it, we will say that instead.