Analytics and measurement
A UTM naming convention your team will actually use
Consistent campaign tagging rules that keep analytics reports clean and comparable.
OppRise Editorial · Reviewed 28 September 2026 · 3 min read
Why tagging breaks
Facebook, facebook and fb show up as three sources in reports. Small inconsistencies split data and make channels hard to compare.
Five rules
Write these down and share them with anyone who creates links.
- Always lower case
- Use hyphens, not spaces
- Fixed list of sources and mediums
- Campaign names follow one pattern, such as year-month-theme
- Use a shared link builder rather than typing tags by hand
Put this into practice with