UTM Governance Template for B2B Teams

Attribution quality starts with disciplined campaign tagging.

If your team uses ad platforms, email tools, sales outreach, and partner links, you need one shared UTM standard.

Minimum UTM schema

Required:

• utm_source
• utm_medium
• utm_campaign

Optional:

• utm_content
• utm_term

Naming rules

• lowercase only
• underscores instead of spaces
• no ad-hoc mediums
• no local language variants for core medium values

Example values

Source

• google
• linkedin
• newsletter
• partnername

Medium

• cpc
• paid_social
• email
• referral

Campaign

• q1_demand_gen
• ga4_migration_offer
• revops_webinar

Governance process

1. One owner approves medium taxonomy
2. Teams use a shared link builder
3. QA check before campaign launch
4. Monthly audit for malformed or missing UTMs

What to monitor in GA4

• growth in Unassigned and Direct
• appearance of malformed mediums (for example Paid-Social, paidsocial, socialpaid)
• campaign names that violate naming rules

If your channels already disagree, start with the offer page and fix tracking in priority order.