Lack of standards in setting parameters

[mstakh.i.mo.mi]

Issue: Different people on your team might use different names for parameters, such as "facebook_ads" and "FacebookAds", causing inconsistent reporting.
Solution: Develop a UTM creation guide for your team, including standards for parameters like utm_source , utm_medium , utm_campaign . For example:
utm_source: facebook, google, newsletter
utm_medium: cpc, email, social
utm_campaign: campaign_name
No additional parameters
Problem: Parameters such as utm_content or utm_term are often omitted , which office 365 email address data prevents more detailed analysis.
Solution: For campaigns with multiple elements (e.g. banners, different CTAs), always use utm_content to differentiate their performance.
Use of capital letters and spaces in parameter names
Problem: Capital letters, spaces, and other special characters can cause problems in interpreting data by analytics tools.
Solution: Always use lowercase letters and underscores instead of spaces (e.g. utm_source=newsletter, not utm_source=NewsLetter).
No UTM link testing
Problem: Generated links may lead to incorrect landing pages or contain incorrect parameters.
Solution: Always test links before publishing them. Check that they lead to the correct page and that the data is being recorded correctly in Google Analytics .
How to standardize the UTM creation process?
Create an internal policy document