Write the convention once, list your values, and get every combination - lowercase, hyphenated and ready to drop into utm_campaign.
Anything in curly braces becomes a variable you fill in below.
Values for each variable
A convention only works if everyone actually uses it
Revolink stores UTM templates in the workspace, so your team picks from the same list instead of retyping names.
Nobody notices a naming problem while it is being created. It shows up months later, when someone asks how the spring campaign performed and the answer is spread across five rows that are almost, but not quite, the same name.
When every name follows one pattern, you can filter by a prefix and get a whole channel or quarter in one row. When they do not, you get forty rows that each mean one campaign.
Dates as 2026-03 sort chronologically anywhere. March-2026 sorts alphabetically, which puts April before March forever.
A new teammate does not have to guess your conventions or dig through last quarter's spreadsheet. They fill in the pattern and the name comes out right.
spring_sale, spring-sale and SpringSale are three campaigns to your analytics and one campaign to you. A generated name cannot drift.
Paste a list of destination URLs into the builder's bulk mode and tag them all with the same campaign in one pass.
A written pattern that everyone fills in rather than invents - for example {channel}-{region}-{quarter}, which produces names like google-ads-emea-q1. The point is that two people tagging the same campaign independently arrive at exactly the same string.
Because the name usually ends up in utm_campaign, and analytics platforms are case-sensitive there. SpringSale and springsale are counted as two separate campaigns, which splits every metric you care about across two rows.
Hyphens, in most cases. They survive copy-paste, URL encoding and spreadsheet imports more predictably, and they are easier to read in a long name. What matters most is picking one and never mixing the two.
Three or four is usually the sweet spot. Fewer and the names are not specific enough to tell campaigns apart; more and nobody remembers the order, which is exactly the inconsistency the convention was meant to prevent.
Into your utm_campaign values. Copy them, or export the CSV and keep it as the campaign register for the quarter, then build the actual links in the UTM builder.
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