Traffic sources and attribution
UTM parameters: a practical campaign tracking guide
Create consistent UTM naming so campaigns appear clearly in acquisition reports.
UTM parameters label a campaign in a destination URL. A simple shared convention is more valuable than a complex taxonomy that nobody follows.
Use the core fields consistently
Agree on source, medium and campaign values before launching. Use source for the referring platform or partner, medium for the channel type and campaign for the initiative. Add content or term only when the distinction will change a decision. Write values in a consistent case and delimiter style because spelling differences often split one campaign into several report rows.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeKeep names readable and safe
Create a short naming guide with examples for newsletters, paid search, partners and social campaigns. Do not place personal information in URLs; links can be shared and appear in logs. Use a URL builder or spreadsheet convention and have another person review the final link before it goes live.
Check the landing and the report
Test that redirects preserve parameters and that the final page works. After launch, confirm the campaign appears under the intended source and medium. If existing links use inconsistent names, map them in analysis where possible and fix the convention prospectively rather than silently rewriting historical data.