What this template is for
Use this structure to document approved UTM values, reserved tokens, and naming examples before campaigns go live.
Sheet 1: Parameter rules
| Parameter | Required? | Rule | Good example | Owner |
|---|---|---|---|---|
| utm_source | Yes | platform or publisher | Paid media | |
| utm_medium | Yes | controlled channel type | paid-social | Analytics |
| utm_campaign | Yes | approved campaign pattern | us_revops_audit | Marketing ops |
| utm_content | Conditional | creative or placement distinction | video-a | Campaign owner |
| utm_term | Conditional | paid keyword when relevant | crm-audit | Paid search |
Sheet 2: Approved source and medium pairs
Record source and medium as a pair. A value can be individually valid and still create fragmented reporting when combined inconsistently. Include the channel grouping, owner, effective date, and replacement value for retired pairs.
Sheet 3: Campaign examples
Include final URLs for major channels, partner links, lifecycle messages, QR assets, and edge cases. Mark each row as approved, rejected, or exception and explain why.
QA notes
Document lowercase and spacing rules, existing-query handling, overwrite behavior, duplicate-key checks, and who reviews a new value. Revisit the sheet on a fixed cadence and after any analytics migration.