Insights
UTM without the clutter: naming campaign links
One naming convention makes adverts, newsletters and posts easier to compare. Start with an example and a small link register.
Agree three names before publishing
UTM describes where a click came from. Google recommends consistent source, medium and campaign parameters. Write a naming dictionary before the first link. Source might be instagram, medium paid_social and campaign autumn_offer. Record any decision to change the convention during a campaign.
Separate channels and creative versions
Source identifies the placement, medium the traffic type and campaign the shared activity. Store the creative version in utm_content, such as video_a or carousel_b. Two graphics should not become separate campaigns accidentally. Check automatic tagging in the advertising platform before choosing a manual convention.
Test an example before making a series
For an Instagram advert, an example is source=instagram, medium=paid_social, campaign=brand_launch and content=video_a. Adapt it to your reporting structure. Enter the full destination URL, then open the generated link and confirm the intended page and required existing parameters.
Keep customer data out of parameters
Parameters are visible in the address and can enter reports and logs. Names, emails and form content do not belong in UTM. Describe the material and activity instead. Avoid campaign tags on ordinary internal navigation links, which can confuse interpretation of incoming campaign traffic.
Keep a register of published links
Record date, placement, destination, source, medium, campaign, content and owner. Check spelling before launch. UTM alone does not activate analytics: measurement requires configuration at the destination and respect for visitor privacy settings.
Before the next step
- Shared naming dictionary agreed
- Creative version recorded separately
- Generated link opened and checked
Further reading: Google Analytics — campaign parameters.
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Shared naming dictionary agreed Creative version recorded separately Generated link opened and checked.
What comes after this checklist?
Record date, placement, destination, source, medium, campaign, content and owner. Check spelling before launch. UTM alone does not activate analytics: measurement requires configuration at the destination and respect for visitor privacy settings.