A naming convention is a shared reporting contract
Use consistent campaign labels so reports can group activity without manual guessing. Small spelling and capitalization differences can fragment a single campaign into several apparent sources.
Campaign parameters should identify the source, medium and campaign consistently enough to group related activity. Ad hoc capitalization and changing labels can split the same effort across rows and undermine comparisons.
A worked example
A hypothetical team uses linkedin, LinkedIn and linkedin-organic for the same source without a rule. Another uses the same campaign label for unrelated offers. The report cannot reliably separate distribution from the underlying offer.
How to apply it
- Choose documented source, medium, campaign and creative conventions.
- Generate and test links before distribution, including redirect behavior.
- Keep a campaign register so later reviewers can interpret the values.
What the result can establish
Never place email addresses, names or other sensitive personal data in tracking parameters. Avoid using campaign parameters on ordinary internal navigation. Tagging describes acquisition context; it does not prove incremental revenue or complete attribution.
Reference: Google Analytics: campaign URL parameters.
Supporting documentation
Google Analytics: campaign URL parametersGoogle Analytics: attribution overview