Campaign Tracking Guide
Complete guide for creating and managing campaign tracking URLs for all your marketing channels. Track performance, attribution, and ROI across Facebook, Google, Email, and more.
Interactive URL Builder
Where traffic comes from
How traffic arrives
Campaign name
For A/B testing
For paid search keywords
Generated URL
Understanding UTM Parameters
UTM parameters are like "return addresses" for your web traffic. They tell you exactly where your visitors came from and how they found you.
| Parameter | Purpose | Examples | Required |
|---|---|---|---|
| utm_source | Identifies WHERE traffic comes from | facebook, google, newsletter | Yes |
| utm_medium | Identifies HOW traffic arrives | cpc, email, social | Yes |
| utm_campaign | Identifies WHICH campaign | summer-sale, product-launch | Yes |
| utm_content | Differentiates similar content/links | header-link, blue-button | Optional |
| utm_term | Identifies paid search keywords | home+care, elderly+care | Optional |
Platform Templates
https://www.360degreecare.net?utm_source=facebook&utm_medium=social-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]https://www.360degreecare.net?utm_source=instagram&utm_medium=social-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]Google Search
https://www.360degreecare.net?utm_source=google&utm_medium=search-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_term=[KEYWORD]Google Display
https://www.360degreecare.net?utm_source=google&utm_medium=display-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]https://www.360degreecare.net?utm_source=linkedin&utm_medium=social-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]https://www.360degreecare.net?utm_source=mailchimp&utm_medium=email&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]YouTube
https://www.360degreecare.net?utm_source=youtube&utm_medium=video-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]TikTok
https://www.360degreecare.net?utm_source=tiktok&utm_medium=social-cpc&utm_campaign=[CAMPAIGN-NAME]&utm_content=[CONTENT]Naming Conventions & Standards
DO THIS
- ✅ Use lowercase only:
facebook - ✅ Use hyphens for spaces:
winter-sale-2025 - ✅ Be consistent: Always use same source names
- ✅ Keep it short but descriptive
- ✅ Use dates wisely:
q1-2025
DON'T DO THIS
- ❌ Mixed case:
Facebook - ❌ Spaces or special chars:
Winter Sale 2025! - ❌ Inconsistent naming: Sometimes fb, sometimes facebook
- ❌ Too vague:
campaign1 - ❌ Personal info:
johns-test
Common Mistakes to Avoid
⚠️ Case Sensitivity Issues
Google Analytics treats "Facebook" and "facebook" as separate sources.
Solution: Always use lowercase for all UTM parameters.
⚠️ Copy-Paste Errors
Reusing old campaign URLs with outdated parameters (e.g., black_friday_2023 for a summer campaign).
Solution: Always create fresh URLs using our builder tool.
⚠️ Internal Link Tagging
Adding UTM parameters to internal site links creates false sessions and breaks attribution.
Solution: Only tag external links coming TO your site.
⚠️ Inconsistent Naming
Using "fb", "Facebook", and "facebook" for the same source creates fragmented data.
Solution: Create and follow a naming convention document.
Testing Your URLs
Advanced Testing: Visit /test-tracking for our interactive testing tool with URL generation, validation, and live preview features.
Best Practices
Document Everything
- • Maintain a campaign tracking spreadsheet
- • Include date, creator, and campaign name
- • Note performance metrics
- • Review monthly for consistency
Test Before Launch
- • Always test URLs in incognito mode
- • Verify in analytics dashboard
- • Check console for tracking confirmation
- • Validate before spending ad budget
Be Consistent
- • Use same naming across all campaigns
- • Train all team members on standards
- • Create a shared naming convention doc
- • Regular audits for data quality
Think Long-term
- • Use descriptive campaign names
- • Avoid temporary abbreviations
- • Consider year-over-year comparisons
- • Plan for campaign scalability
Troubleshooting
Campaign data not showing in analytics?
- • Check if URL parameters are correctly formatted
- • Verify no spaces or special characters in parameters
- • Wait 24-48 hours for data to appear in reports
- • Check Real-Time reports for immediate confirmation
SiteBehaviour events not appearing?
- • Clear browser cache and cookies
- • Check browser console for error messages
- • Verify SiteBehaviour script is loaded
- • Look for "sbVisitorCustomEvent" in console
Fragmented source/medium data?
- • Review all active campaigns for inconsistencies
- • Create filters in GA to force lowercase
- • Update all team members on naming conventions
- • Audit and clean up historical data if needed
Quick Reference
BASIC TEMPLATE:
https://www.360degreecare.net?utm_source=[source]&utm_medium=[medium]&utm_campaign=[campaign]
COMMON SOURCES: COMMON MEDIUMS:
facebook social-cpc (paid social)
instagram social (organic social)
google search-cpc (paid search)
linkedin email
tiktok display-cpc
email referral
NAMING RULES:
✅ lowercase only
✅ use-hyphens-not-spaces
✅ keep-it-short
✅ be-consistent
❌ NO CAPITALS
❌ no spaces or special chars
❌ no personal info
TEST URL:
https://www.360degreecare.net/test-tracking