UTM Tracking Guide: Keep Your Marketing Attribution Clean

Attribution starts with consistent naming

UTM parameters help connect traffic to campaigns and content when the naming system is predictable.

Keep the values simple

Choose a small set of lowercase conventions for source, medium and campaign names. Avoid creating multiple spellings for the same channel.

Document the rules

Write down the naming system and make it easy for the whole team to follow.

Capture it with the lead

Store the landing page, referrer and UTM values with the enquiry so later analysis can connect marketing touchpoints to lead quality.