Tagging Framework for Campaign Tagging
To set up a robust campaign tagging framework for your website, it's important to clearly distinguish between source and medium in your UTM parameters.
Key Definitions
- Source (
utm_source): Where the traffic comes from (the platform, site, or publisher). - Medium (
utm_medium): The type of channel or marketing method (e.g., social, email, cpc).
Types of Sources
Besides "social," which typically refers to social media platforms, there are several other common source types you should consider:
- Search Engines: google, bing, yahoo
- Email Platforms: mailchimp, constantcontact, outlook
- Display Networks: google_display, adroll
- Affiliate Networks: cj, impact, shareasale
- Native Ad Networks: taboola, outbrain
- Comparison Shopping Engines: shopzilla, google_shopping
- Streaming Platforms: youtube, spotify, pandora
- Direct: (for direct traffic, though this is typically auto-categorized)
- Partners/Referrals: partnername, referringwebsite
- Offline Sources: qr_code, print_ad, billboard, radio
- Newsletters: newsletter_name
- Feeds: rss, atom
Each source should be the specific name of the platform or publisher sending the traffic, e.g., facebook, instagram, google, mailchimp, etc.[1][2][3][4][5]
Types of Mediums
The medium should describe the general marketing channel or method. Standard examples include:
- social (for organic social posts)
- cpc (for paid ads, especially search and social)
- display
- affiliate
- banner
- feed
- organic (for unpaid search)
- referral
- qr
- video
- audio
Important: The medium should NOT be the platform name (e.g., facebook or instagram); instead, it should describe the type of traffic, such as social for organic posts or cpc for paid ads.[2][3][4][5]
Best Practice Example
| Parameter | Example Value | Description |
|---|---|---|
| utm_source | The platform or site (source of the traffic) | |
| utm_medium | social | The channel type (e.g., social, cpc, email) |
| utm_campaign | summer_sale | The specific campaign name |
| utm_content | video_ad | (Optional) Differentiates ad/content types |
Recommendations for Your Framework
- Source: Always use the platform or publisher name (e.g., facebook, instagram, google, mailchimp).
- Medium: Use the channel type (e.g., social, cpc, email, display). Do not use the platform name as the medium.[2][3][4][5]
- Campaign: Use a unique, descriptive name for each campaign.
- Content: Use to differentiate between multiple ads or links within the same campaign.
Summary Table: Common Source and Medium Combinations
| Source Example | Medium Example | When to Use |
|---|---|---|
| social | Organic Facebook post | |
| cpc | Paid Facebook ad | |
| cpc | Paid Google search ad | |
| organic | Organic Google search | |
| mailchimp | Email campaign | |
| youtube | video | YouTube video ad |
| spotify | audio | Spotify audio ad |
| partnerwebsite | referral | Referral from another website |
| qr_code | qr | Offline QR code |
| billboard | Offline print ad |
Key Takeaway
- Source = platform/site name (e.g., facebook, google)
- Medium = channel type (e.g., social, cpc, email)
- Do not use the platform name as the medium—use it as the source instead[2][3][4][5].
If you need a template or further customization, let me know!
Källor
[1] Guide to Google Analytics Campaign Tagging | Seer Interactive https://www.seerinteractive.com/insights/campaign-tagging-checklist
[2] UTM Tracking Parameters https://www.ohio.edu/ucm/training/analytics/utm-tracking-parameters
[3] Complete Guide to Google Analytics UTM tagging (GA4 updated) https://funnel.io/blog/google-analytics-utm-tagging
[4] The Definitive Guide To Campaign Tagging in Google Analytics https://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
[5] The Five Standard Google Analytics Campaign Parameters https://www.blobr.io/how-to-guides/what-are-the-standard-google-analytics-campaign-parameters-for-tagging
[6] Why Are UTM Parameters So Valuable to Your Social Listening? https://www.waseembashir.com/post/why-are-utm-parameters-so-valuable-to-your-social-listening
[7] 7 Examples of Using UTM Parameters Effectively - GA Connector https://gaconnector.com/blog/7-examples-of-using-utm-parameters-effectively/
[8] UTM Codes Guide with Examples: Know Which Campaigns Really ... https://www.crazyegg.com/blog/utm-codes-guide-with-examples/
[9] Planning Your Marketing Campaign Tags | Bird's Eye Marketing https://birdseyemarketing.com/planning-marketing-campaign-tags/
[10] Campaign Tagging: How To Set Up & Tag Your URLs in 2025 https://www.upwork.com/resources/campaign-tagging
[11] [GA4] Traffic-source dimensions, manual tagging, and auto-tagging https://support.google.com/analytics/answer/11242870
[12] What Are Campaign Tags? Digital Marketing Terms https://digitalshiftmedia.com/marketing-term/campaign-tags/
[13] The Definitive Guide to Campaign Tagging in Google Analytics https://www.youtube.com/watch?v=ldfsyfLRQ3M
[14] UTM tagging best practices : r/PPC - Reddit https://www.reddit.com/r/PPC/comments/14azm00/utm_tagging_best_practices/
[15] Campaign URL Tagging - CampTag https://camptag.ai/resources/campaign-tagging.html
[16] Campaign-Tagging Strategy https://masonanalytics.gmu.edu/2018/01/30/campaign-tagging-strategy/
[17] UTM Source Explained - SEO Design Chicago https://seodesignchicago.com/website-design-tips/what-is-a-utm-source-and-how-to-use-it/
[18] How to Alter Your Campaign Values Using Google Tag Manager https://www.seerinteractive.com/insights/how-to-alter-your-campaign-values-using-google-tag-manager
[19] 4 Steps To Better Campaign Data In Google Analytics | Bounteous https://www.bounteous.com/insights/2011/09/08/4-steps-better-campaign-data-google-analytics/