Concatenated Naming Conventions

A visual guide to structuring campaign data.

The Building Block Method

This method joins predefined data points with a consistent delimiter to create a single, structured campaign name.

The Documented Template (The Blueprint)

Geography
+
Channel
+
Source
+
Theme
+
Objective
+
Date
us
-
social
-
facebook
-
summersale
-
awareness
-
2024
utm_campaign=us-social-facebook-summersale-awareness-2024

Analysis & Ideal Scenarios

Pros: Rich, Embedded Metadata

  • Granular Analysis: Easily filter and sort by any part of the string (e.g., all 'us' campaigns).
  • Enforced Consistency: The template drives a uniform structure across all campaigns if followed correctly.

Cons: Rigid & Brittle

Integrity depends entirely on the fixed order of elements. A single mistake can corrupt the data.

Example Error: Omitted Value

us-social-facebook-summersale...

Downstream Effect: Analytics will misinterpret 'facebook' as the Channel instead of the Source, skewing all reports.

User Perception

.../landing?utm_campaign=us-social-facebook-summersale-awareness-2024

Result: Long, cumbersome URLs can appear "ugly" or untrustworthy to users.
Ideal Scenario

This method is best for teams at a developing stage of data maturity. It's a logical step up from simple names when you need more detail but aren't ready for dedicated software. Success depends on diligent process adherence.