Playbooks

A simple UTM naming convention for small teams

Messy UTMs make messy reports. A five-minute convention that keeps every campaign readable in your dashboard and CRM.

HeyLead Attribution Team

Sep 30, 2026 · 2 min read

HeyLead top campaigns report listing UTM campaign names by channel, leads and conversion rate

The four tags that matter

utm_source: where the click happened: google, facebook, newsletter
utm_medium: the type of traffic: cpc, paid_social, email
utm_campaign: the campaign name: autumn-offer
utm_term: the ad group or keyword

Use lowercase and hyphens, never spaces. Decide the list once and share it with everyone who builds links.

A starter list

Google Ads: source google, medium cpc
Meta Ads: source facebook or instagram, medium paid_social
Newsletter: source newsletter, medium email
Partners: source the partner's name, medium referral

Written by HeyLead Attribution Team

Attribution specialists. We write about finding out which marketing really brings customers.

Keep reading

All articles

Playbooks

How law firms can see which marketing brings new clients

Law firms spend heavily on Google Ads, directories and SEO. Here's how to track each consultation request to its source and count retained clients by channel.

Oct 30, 2026 · 18 min read

Playbooks

How real estate agents can track where leads come from

Portals, Facebook ads, home valuation pages and open houses all bring leads. Here's how agents track each source and find the ones that lead to closed deals.

Oct 30, 2026 · 19 min read

Playbooks

Prove marketing ROI to clients with a one-page monthly report

Clients don't want 20 charts. They want to know which channels brought customers. A simple report structure agencies can reuse.

Aug 28, 2026 · 2 min read

Get the next article in your inbox

One practical attribution guide a month.