Create a UTM naming convention your reports can use
Design consistent campaign tags that make acquisition reports easier to group, audit and explain.
A UTM convention is a shared vocabulary for external campaign links. Its purpose is to make the same campaign recognisable across teams and tools. Keep names understandable, consistent and stable; a clever code nobody can decode creates another reporting dependency.
Work through it, step by step.
Define a small set of allowed source and medium values. Record casing, separators and the meaning of each field in a shared document.
Build a campaign name from information you will actually group by, such as initiative and period. Keep creative variants separate from the core campaign identity.
Test a generated URL through the real publishing and redirect path. Confirm the destination works and the expected campaign context appears in your measurement tools.
Make it concrete.
Three teams use Email, email-newsletter and newsletter for the same type of send. Agreeing a consistent medium makes future comparisons easier than repeatedly cleaning the resulting report.
What to keep in mind.
Do not place email addresses, customer identifiers or sensitive information in campaign parameters. URLs can appear in logs, browser history and third-party reports.
Your next useful step.
Create a short link checklist and appoint an owner for new values. Use campaign tags for external acquisition links; internal navigation should not overwrite the story of how a visit began.
Working with this in Liftaven
Confirm the GA4 property and reporting timezone before interpreting a change. Use a compatible dimension and metric combination, and preserve any data-quality warnings. Liftaven reads Analytics reports; event configuration, tag debugging and property administration happen in your Google tools.
Explore the workspaceSources & context
This note combines original practical guidance with the reporting references below. Follow provider documentation for current definitions and availability; suggested investigations are not guarantees of a particular result.