UTM structure

What UTMs do

They tell your analytics package where a visitor came from: which channel, which campaign, which ad. Without tagging, traffic disappears into the ‘other’ category and you know nothing.

What we define

• Naming — lower case, no spaces, fixed terms
• Templates — per channel, so everyone fills in the same thing
• Automatic — where the platform can add them itself
• Checks — periodic scans for deviations

Capital letters are the classic mistake

Analytics packages treat Facebook and facebook as two sources. Your report then shows two lines you have to add up by hand — and your averages are no longer right. Putting everything in lower case solves that.

Doing it by hand goes wrong

If you build a link yourself for each campaign, sooner or later you'll type something different. A template in a shared document or a generator takes ten minutes and prevents months of messy data.

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