Tracking Guides · informational
UTM Builder & Naming Convention Guide
Create a small controlled vocabulary before building URLs: source identifies the platform, medium the channel type, campaign the initiative, content the creative and term the keyword when relevant.
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The core idea
Use hyphens or another consistent delimiter, keep values lowercase and never rename a live campaign dimension without documenting the change.
What matters in practice
A spreadsheet or URL builder can enforce consistency, but governance matters more than the tool.
Decision rule
Review campaign tags monthly for duplicates, typos and one-off naming variants.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.