A UTM naming convention that survives a second person
Most UTM schemes work fine while one person builds every link. Here is what has to be decided up front so the scheme still holds after a second person joins.
A UTM convention does not fail because it is badly designed. It fails because it leaves a decision open, and two people resolve it differently. Six weeks later the campaign report splits one campaign across four rows.
Decide these before the first link
- Case. Everything lowercase, enforced. Utm_Source and utm_source are two rows in every analytics tool.
- Separator. Underscore or hyphen, one of them, in every parameter. Mixed separators fragment the report.
- Vocabulary per parameter. A closed list for source and medium. Free text is where drift starts.
- Whether medium describes the channel or the tactic. Pick one. The other belongs in campaign.
Then make it mechanical
A convention that relies on remembering is a convention that lasts a fortnight. UtKit builds links from the vocabulary you define, so the case and separator rules are applied by the tool rather than by discipline.
The tool enforces the scheme you choose. It does not choose one for you, and it cannot repair historical links that were built before the scheme existed.