Set up UTM and campaign naming conventions your future self can analyse: the structure, the allowed values, and the governance that prevents chaos.
Set up our campaign tracking conventions. Current mess: {{current}} (channels we run, who creates links, examples of past naming). Define: the UTM structure (source/medium from a FIXED allowed list — lowercase, no spaces, the list itself for my channels; campaign as {{date}}-{{initiative}} pattern; content for variant testing), the naming examples right and wrong, the link-builder discipline (the shared sheet or tool where every link gets made — no freehand UTMs), and the quarterly hygiene check: the report that exposes rogue values. Rule: conventions exist so that in six months, one report answers 'what worked?'
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