newsletter / email
Email newsletter
One list, one campaign name, different content values per button.
utm_campaign=weekly-roundup · utm_content=header-cta
House presets
Stop inventing source and medium every Monday
Presets for the channels this house actually runs with. Each one uses a medium GA4 can group, a source that looks like a platform, and a hint so nobody invents utm_medium=vibes.
crm / email
Promo email
Keep the campaign name identical across every email in the sequence.
utm_campaign=spring-sale-2026 · utm_content=hero-button
google / cpc
Google Ads
Pair with auto-tagging. ValueTrack tokens stay useful for creative and keyword detail.
utm_campaign=brand-search · utm_content={creative}
bing / cpc
Microsoft Ads
Bing is the source. cpc is the medium. Your report will thank you.
utm_campaign=brand-search
facebook / paid_social
Meta ads
Use paid_social so GA4 files this under Paid Social, not Unassigned.
utm_campaign=retargeting-spring · utm_content=carousel-a
linkedin / paid_social
LinkedIn ads
B2B teams: campaign = program name, content = creative or audience.
utm_campaign=webinar-q3 · utm_content=thought-leader-ad
linkedin / social
LinkedIn organic
Organic social should never borrow cpc. Save paid for paid.
utm_campaign=always-on-brand · utm_content=employee-post
instagram / social
Instagram bio / story
Stories, bio, and posts can share a campaign and split on content.
utm_campaign=profile-link · utm_content=story-swipe
tiktok / paid_social
TikTok ads
Creative testing lives in utm_content. Do not invent a new campaign for every hook.
utm_campaign=ugc-prospecting · utm_content=hook-v3
youtube / video
YouTube
Use paid_video when money changed hands. video stays organic.
utm_campaign=product-explainers · utm_content=description-link
partner-site / affiliate
Affiliate / partner
Source = partner. Medium = affiliate. Content = placement or publisher.
utm_campaign=review-program · utm_content=author-jane
influencer-name / social
Influencer
One campaign for the collab. Source names the creator. Content names the asset.
utm_campaign=creator-collab · utm_content=reel-caption
print / qr
Print / QR
Medium qr is honest. Pair it with a campaign you can filter after the event.
utm_campaign=event-booth · utm_content=poster-a
attentive / sms
SMS / RCS
Keep SMS links short after tagging, or generate a QR for in-store follow-up.
utm_campaign=flash-sale · utm_content=short-link
show-name / audio
Podcast
Audio is a GA4 channel. Do not hide podcasts under referral.
utm_campaign=sponsorship-2026 · utm_content=mid-roll
dv360 / display
Display / programmatic
display maps cleanly. banner and ad usually do not.
utm_campaign=prospecting-abm · utm_content=medium-rectangle
Presets are a naming convention you can click
Paid governance platforms charge rent to lock dropdowns. This page is the house starter pack: email, paid search, paid social, organic social, affiliates, influencers, SMS, audio, display, and print. Each preset is a sentence you can put in a wiki. Source is the platform. Medium is a channel GA4 already understands. Campaign is the program. Content is the creative. That is the whole theology.
Take the pattern. Enforce it once. Then, and only then, argue about underscores versus hyphens — a debate that has never, in recorded history, increased ROAS. Load a preset in the builder, or expand a grid on the bulk desk. If a teammate arrives with a custom medium, send them naming conventions instead of another Slack thread titled “quick UTM question.”