Campaign tracking guides
Reference pages for building consistent UTM parameters, campaign names and paid media tracking conventions. Each one answers its question in the first paragraph.
What are UTM parameters?
UTM parameters are tags added to the end of a URL that tell your analytics where a visit came from and which campaign brought it.
The five standard parameters, what each one is for, and the encoding and casing rules that decide whether your reports hold together.
What is the difference between utm_source and utm_medium?
utm_source names where the traffic came from. utm_medium names what kind of traffic it was.
The distinction most teams get wrong, with a mapping table for the platforms you actually buy on.
What are UTM best practices?
Pick one spelling for every value, keep them lowercase, write the list down, and generate tags from that list rather than typing them.
Rules that survive contact with a real account, and the reason fragmentation costs more than incorrectness.
How should I structure Meta Ads UTMs?
Fix utm_source and utm_medium to the platform and channel, then map Meta's three levels onto utm_campaign, utm_term and utm_content.
A three-level mapping for Meta, what its dynamic URL parameters really insert, and where they bite.
What is a good campaign naming convention?
One where another marketer can read a name and understand the campaign without asking whoever created it.
A field framework, worked examples across four platforms, and guidance on what to leave out.
Tools that apply the guidance
Reading about a convention is the slow half. These build one.
Free UTM Builder
Build properly encoded tracking URLs, with the parameters your destination already had left intact.
example.com/product+meta+paid_socialexample.com/product?utm_source=meta&utm_medium=paid_socialCampaign Name Generator
Assemble a campaign name from fields you choose, in the order, separator and casing you want.
Nike+Meta+Purchase+Netherlands+BroadNIKE_META_PUR_NL_BRDMeta Ads UTM Builder
Map a Meta campaign, ad set and ad onto tracking parameters that survive into GA4 reporting.
Campaign+Ad set+Adutm_campaign, utm_term, utm_contentAd Name Generator
Turn creative metadata into an identifier you can still read three months into a test.
UGC+Pain Point+Hook 03+Sarah+V2UGC_PAIN_HOOK03_SARAH_V2
Conventions worth copying
Full templates, with the reasoning for every field.
Meta Ads Naming Convention Template
A campaign, ad set and ad convention that holds together across an account, and why each field is there.
Campaign+Ad set+AdNIKE_META_PUR_NL_BRDUTM Naming Convention Template
A source, medium and campaign taxonomy that stops the same traffic splitting across four rows.
utm_source+utm_medium+utm_campaignmeta / paid_social / nike_meta_pur_nl_brd
One convention, shared by the whole team
UTMConfig stores your naming rules once, then generates campaign names and matching tracking URLs from them, so nobody has to remember which spelling was agreed.