Google Analytics Campaign Tagging Convention (UTM) and Link Builder Sheet
Create consistent campaign links.
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Create a campaign tagging convention. Channels we use (email, social, partners, paid): [CHANNELS]. Campaign naming habits and problems: [NAMING_PROBLEMS]. Team members who create links: [LINK_CREATORS]. Define the parameters (source, medium, campaign, term, content) with rules: lowercase, no spaces, consistent medium values, a controlled list of sources, and a campaign pattern such as yyyymm_theme_audience. Provide an allowed values table for source and medium for my channels, five correct links and five incorrect ones with the reason (example.com addresses only), and a spreadsheet layout: columns for base address, source, medium, campaign and content, a formula joining them with the right separators, and a check flagging capital letters and spaces [VERIFY]. Explain how tagged links appear in reports and why inconsistent values split data. Checklist: never tag internal links, since that can overwrite attribution, and test links before sending. Add a monthly audit of new values. It should be simple enough that every colleague uses the same values.
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