Without consistent UTM tracking, marketing reports become guesswork.
Use the main fields
Use source for the platform, medium for the channel type, campaign for the initiative, content for the specific placement, and term for paid search keywords.
Create naming rules
Use lowercase names, hyphens instead of spaces, and the same naming pattern across the team. Consistency matters more than clever labels.
Capture UTMs in forms
Add hidden fields for source, medium, campaign, content, term, landing page, and first-touch date. Test each form to confirm values reach the CRM.
Review monthly
Look beyond traffic. Review qualified leads, pipeline, and revenue by campaign so you can stop weak campaigns and improve strong ones.
