Analytics
UTM discipline: stop polluting campaign reports before the quarter ends
Inconsistent source/medium naming makes every channel look broken. Standardise UTMs like product code — not free text.
If three people invent three UTM dialects, GA4 becomes a Rorschach test. Publish a naming spec, enforce it in a shared link builder, and reject non-compliant campaign launches.
Minimum standard
source / medium / campaign / content / term — lowercase, hyphenated, no spaces. Map paid platforms to the same taxonomy every time. Review weekly for drift during busy launch periods.
UTM hygiene is a small part of trustworthy analytics — and it unlocks cleaner paid decisions.