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UTM governance is a reporting problem, not a naming problem.
The issue is usually not that UTM tags exist. It is that the values drift, split channels, and make reporting hard to trust.
Simple rules that help
- Use lowercase values consistently.
- Keep medium and source naming canonical.
- Avoid free-text campaign labels that fragment reporting.
- Validate redirects and templates before a launch.
Why audits help
Automated checks catch naming drift before it turns into bad channel reporting, bad attribution, and slower decisions.