Free resource · PDF · 2 pages

UTM naming standard

Inconsistent campaign tags quietly break reporting: traffic lands in the wrong channel, campaigns can't be compared, and every new agency invents its own names. This two-page standard fixes that.

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The first page of UTM naming standard — Look inside: the first page.

What's inside

Five rules everyone can remember
What each UTM parameter holds, with examples
Approved utm_medium values and the GA4 default channel each is expected to land in
A campaign naming pattern that sorts by date and survives reorganisations
Example tagged URLs, things not to do, and how to keep the standard working

Who it's for

Marketing teams, agencies and anyone who creates campaign links, plus analysts tired of fixing “Unassigned” traffic.

How to use it

Adapt the market and objective codes to your business.
Give it to every agency in their onboarding pack.
Check unassigned traffic monthly and fix tags at the source.

Free to use within your organisation. Please don't resell or republish it. Download terms