A&T
Cross-Platformintermediate 7 min read 3 steps

How to Build a UTM Naming Convention

A naming convention ensures consistent, clean data in your analytics. Rules: use lowercase only (Google/google/GOOGLE are three different sources without consistency), use underscores not spaces (spring_sale not spring sale), be descriptive but concise, use consistent terminology across the team. Re

Attribution & Measurementutm naming convention

Quick summary

A naming convention ensures consistent, clean data in your analytics. Rules: use lowercase only (Google/google/GOOGLE are three different sources without consistency), use underscores not spaces (spring_sale not spring sale), be descriptive but concise, use consistent terminology across the team. Re

Process Flow

Animated overview of the full workflow

Start
1Step-by-Step Setup
2Best Practices
3Common Issues and Solutions
Complete

TL;DR

A naming convention ensures consistent, clean data in your analytics. Rules: use lowercase only (Google/google/GOOGLE are three different sources without consistency), use underscores not spaces (spring_sale not spring sale), be descriptive but concise, use consistent terminology across the team. Recommended format: source = platform name (google, meta, tiktok), medium = paid channel type (cpc, paid_social, display), campaign = descriptive name (spring_sale_2026, brand_awareness_q1), content = ad variation identifier (video_a, carousel_testimonial), term = keyword (for search campaigns). Document your convention in a shared spreadsheet.

Overview

A naming convention ensures consistent, clean data in your analytics. Rules: use lowercase only (Google/google/GOOGLE are three different sources without consistency), use underscores not spaces (spring_sale not spring sale), be descriptive but concise, use consistent terminology across the team. Recommended format: source = platform name (google, meta, tiktok), medium = paid channel type (cpc, paid_social, display), campaign = descriptive name (spring_sale_2026, brand_awareness_q1), content = ad variation identifier (video_a, carousel_testimonial), term = keyword (for search campaigns). Document your convention in a shared spreadsheet.

Related Guides

See our complete guide library for detailed coverage of setup, tracking, analysis, and optimisation across all platforms.

Step-by-Step Guide

Follow these 3 steps to complete this guide

  1. 1

    Step-by-Step Setup

    Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.

  2. 2

    Best Practices

    Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.

  3. 3

    Common Issues and Solutions

    Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

Frequently asked

Questions & answers

How long does setup take?

Most configurations take 10-30 minutes.

What if data is not appearing?

Allow 24-48 hours for data processing. Use real-time reports or debug tools to verify installation immediately.

Where can I learn more?

Check our related guides and the platform's official documentation for advanced topics.

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