Agree the core names
Choose stable source, medium and campaign conventions before distributing links. Define who owns the dictionary and how new names are added. Use descriptive values that remain understandable after the campaign has ended.
Marketing overview dashboard
Connect channel activity, enquiry quality and spend in one reporting view.
Build links safely
Preserve necessary destination parameters and encode values correctly. Never put a person’s name, email address or other private information in campaign tags. Use campaign parameters for acquisition links rather than ordinary internal navigation.
Check the whole route
Open the generated destination and verify that redirects preserve the intended context. Confirm collection in the relevant reporting setup. A correctly formatted URL does not by itself prove that analytics is configured or permitted to collect the visit.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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