The goal of this brief is to clearly articulate the UTM & naming conventions by channel to ensure proper lead routing and reporting. 

Google Ads

UTMs:

• utm_source=google

• utm_medium=cpc

• utm_campaign={campaign.name}

• utm_term={keyword}

• utm_content={device}

Variables { } represent values that dynamically change

Campaign Naming Conventions: 

• {Region}_{Theme}_Search_{Language}_{MatchType}_{Device}

Example:

• NA_Non-Brand_Search_EN_Exact_All-Devices

• EMEA_Non-Brand_Search_EN_Phrase_Desktop

• APAC_Brand_Search_EN_Phrase_Desktop

• NA_Competitive_Search_EN_Phrase_Desktop

• EMEA_RLSA_Search_EN_Broad_All-Devices

• APAC_Content_Search_EN_Exact_Mobile

The five core themes:

• Non-Brand

• Brand

• Competitive

• RLSA

• Content

The region, theme, language, match type, and device will change depending on the campaign.

Microsoft Ads

UTMs:

• utm_source=microsoft

• utm_medium=cpc

• utm_campaign={campaign.name}

• utm_term={keyword}

• utm_content={device}

Variables { } represent values that dynamically change

Campaign Naming Conventions: 

• {Region}_{Theme}_Search_{Language}_{MatchType}_{Device}

Example:

• NA_Non-Brand_Search_EN_Exact_All-Devices

• EMEA_Non-Brand_Search_EN_Phrase_Desktop

• APAC_Brand_Search_EN_Phrase_Desktop

• NA_Competitive_Search_EN_Phrase_Desktop

• EMEA_RLSA_Search_EN_Broad_All-Devices

• APAC_Content_Search_EN_Exact_Mobile

The five core themes:

• Non-Brand

• Brand

• Competitive

• RLSA

• Content

The region, theme, language, match type, and device will change depending on the campaign.

LinkedIn Ads

UTMs:

• utm_source=linkedin

• utm_medium=cpc

• utm_campaign={campaign.name}

• utm_content={creative_ID}

Variables { } represent values that dynamically change

Campaign Naming Conventions

{Region)_{Offer}_{Targeting}_{Ad Type}_{Campaign Objective}

EX:

• USA_Demo-Request_Remarketing(90D)_Image_LeadGen

• USA_Demo-Request_Remarketing(90D)_Image_Conversions

• USA_B2B-Remarketing-Guide_Performance-Marketers-Titles-Skills-TAL_Image_LeadGen

Ad Naming Conventions

{Offer}_{Ad Type}_{Variation#}_{Angle}_{Date}

EX:

• Demo-Request_Image_V1_Customer-Success_11-14-23

• Demo-Request_Carousel_V1_Customer-Success_11-14-23

• B2B-Remarketing-Blueprint_Thought-Leader_V1_Expertise_11-14-23

Meta Ads

UTMs:

• utm_source={{site_source_name}}

• utm_medium=cpc

• utm_campaign={campaign.name}

• utm_content={{ad.name}}

• utm_term={{adset.name}} 

Variables { } represent values that dynamically change

Campaign Naming Conventions

{Region)_{Offer}_{Targeting}_{Ad Type}_{Campaign Objective}

EX:

• USA_Demo-Request_Remarketing(90D)_Image_LeadGen

• USA_Demo-Request_Remarketing(90D)_Image_Conversions

• USA_B2B-Remarketing-Guide_Performance-Marketers-Titles-Skills-TAL_Image_LeadGen

Ad Set Naming Conventions

{Region}_{Targeting}

EX:

• NA_Lookalikes
• NA_Remarketing(90D)
• NA_Broad-Interests

Ad Naming Conventions

{Offer}_{Ad Type}_{Variation#}_{Angle}_{Date}

EX:

• Demo-Request_Image_V1_Customer-Success_11-14-23

• Demo-Request_Carousel_V1_Customer-Success_11-14-23

• B2B-Remarketing-Blueprint_Thought-Leader_V1_Expertise_11-14-23