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THE UTM AND CAMPAIGN NAMING PACK
Clean campaign data starts with boring, consistent names. Here is the convention.
The naming convention, worked examples across common channels, and the logic for a link builder spreadsheet. Unglamorous, permanent, and the kind of thing teams bookmark for years.
Goes well with
When marketing stops working, the first explanation offered is usually wrong.
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Boring names, clean data
Campaign data does not get messy because of the analytics tool. It gets messy because four people invented four conventions and nobody wrote one down, which is how a stack rots generally. The pack gives you a naming structure, worked examples across paid, email and social, and the rules that stop capitalisation and abbreviation drifting apart.
Agree it before the next campaign, not after
Retrospective renaming does not fix historical data, it just splits it further. The convention is worth ten minutes of agreement now, because the alternative is a year of reporting where the same campaign appears under three spellings, and the monthly report inherits the mess.
COMMON QUESTIONS
Why does UTM naming matter?
Because analytics groups by exact string. Summer_Sale, summer-sale and Summer Sale become three separate campaigns in every report, and no amount of dashboard work merges them back afterwards.
Should UTM parameters be lowercase?
Yes, consistently. Most analytics tools treat parameters as case sensitive, so mixed capitalisation is the single most common cause of duplicated campaign rows.
Who should own the naming convention?
One person, with the convention written down somewhere anyone launching a campaign can find it. Shared ownership of a naming standard reliably produces several standards.