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Define the evidence
Agree a small naming convention before distributing campaign links. Define the source, medium and campaign labels the team will use, then keep spelling and capitalisation consistent. Choose names that describe the channel and initiative rather than the individual recipient. Do not put email addresses, phone numbers or confidential deal information into tracking parameters. A link may be copied, logged or shared beyond the audience originally intended.
Make it operational
Keep a campaign register with the final URL, destination, owner and launch date. Test the link to confirm it still reaches the correct page and that the measurement setup recognises the intended labels. Avoid adding new labels ad hoc during a campaign unless there is a clear analytical need. When reviewing results, remember that campaign tags describe the labelled link, not necessarily every influence on the visitor’s decision. Keep self-reported discovery and qualified-enquiry evidence alongside the channel report.
Hypothetical example
A journal distributes one guide through an event email and a partner newsletter. It uses consistent channel labels and a shared campaign name, allowing comparison without embedding recipient identities in the URLs. The team separately records whether resulting conversations meet its qualification criteria.
Make it practical.
Use this checklist as you read. Checks are not stored.References & further reading
Further reading: Google Analytics campaign URLs ↗Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
