UTM Naming Convention Sheet

Attribution dies by a thousand inconsistencies — “Facebook” here, “fb” there, and six months later nobody can say which channel actually produces customers. This one-page convention ends that: three rules, allowed values, and worked examples for every common channel. Print it, share it with anyone who makes links, never argue about it again.

QUIDORT MARKETING — UTM NAMING CONVENTION (v1)
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THE THREE RULES
1. lowercase everything, hyphens for spaces. "Facebook", "facebook" and
   "FB" report as three different sources forever. Pick one spelling; never
   deviate.
2. Tag every link you distribute — ads, emails, social posts, QR codes,
   directories. Untagged links become "direct traffic" and teach you nothing.
3. Source answers WHERE, medium answers WHAT KIND, campaign answers WHICH PUSH.

ALLOWED VALUES
utm_source   google | facebook | instagram | linkedin | newsletter | yelp |
             gbp | partner-<name> | qr
utm_medium   cpc (paid clicks) | email | social | referral | print | organic-social
utm_campaign <initiative>-<yyyymm>   e.g. spring-sale-202603, launch-202608
utm_term     (paid search only) the keyword or ad-group name
utm_content  (optional) which variant: headline-a, button-top, van-door

WORKED EXAMPLES
Google Ads:   ?utm_source=google&utm_medium=cpc&utm_campaign=core-offer-202608
Newsletter:   ?utm_source=newsletter&utm_medium=email&utm_campaign=august-tips-202608
Truck QR:     ?utm_source=qr&utm_medium=print&utm_campaign=vehicle-wrap-202601
GBP profile:  ?utm_source=gbp&utm_medium=organic-social&utm_campaign=profile-evergreen

TWO TRAPS
- Google Ads adds gclid automatically; you still add UTMs — gclid is for
  machines, UTMs are for your reports.
- Never put private data in UTMs. They're visible in the URL, forever.