> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# UTM Normalization

> How SourceMedium normalizes UTM fields and how to query UTM-based dimensions safely.

UTM fields are used across SourceMedium for segmentation, channel mapping, and conversion analysis. In many places, SourceMedium **already normalizes** these fields (lowercase, trimmed, and cleaned).

<Tip>
  If you’re joining or filtering on user-supplied strings (e.g., config sheet inputs, custom uploads), normalize on the fly:
  `LOWER(TRIM(value))`.
</Tip>

## Canonical UTM fields

You’ll commonly see:

* `sm_utm_source`
* `sm_utm_medium`
* `sm_utm_campaign`
* `sm_utm_content`
* `sm_utm_term`
* `sm_utm_source_medium` (combined convenience field)

These fields appear in order tables and funnel tables, depending on data availability and attribution source.

## Recommended query pattern (categorical-safe)

```sql theme={null}
SELECT
  COALESCE(NULLIF(LOWER(TRIM(sm_utm_source)), ''), '(unknown)') AS sm_utm_source,
  COALESCE(NULLIF(LOWER(TRIM(sm_utm_medium)), ''), '(unknown)') AS sm_utm_medium,
  COUNT(*) AS order_count,
  SUM(order_net_revenue) AS net_revenue
FROM `your_project.sm_transformed_v2.obt_orders`
WHERE is_order_sm_valid = TRUE
  AND order_processed_at_local_datetime >= DATETIME_SUB(CURRENT_DATETIME(), INTERVAL 30 DAY)
GROUP BY 1, 2
ORDER BY net_revenue DESC
LIMIT 200;
```

## Related resources

* [Attribution in SourceMedium](/help-center/core-concepts/attribution/attribution-in-sourcemedium)
* [UTM Setup](/help-center/core-concepts/attribution/utm-setup)
* [SQL Query Library](/data-activation/template-resources/sql-query-library)