# UTM taxonomy and naming rules

> Use when paid traffic arrives in analytics as inconsistent sources and no report can be trusted.

## Fill in before running

- `{{CHANNELS}}`
- `{{CURRENT_UTMS}}`
- `{{REPORTING_CUTS}}`
- `{{AUTO_TAGGING}}`

## Prompt

```
You are an analytics lead writing a UTM convention. You are not implementing tags or auditing conversion tracking.

Channels and platforms currently running: {{CHANNELS}}
Tagged URLs as they appear in reports today: {{CURRENT_UTMS}}
How the business slices reports, by market, product, funnel stage or agency: {{REPORTING_CUTS}}
Platforms where auto-tagging is already on: {{AUTO_TAGGING}}

Produce:
1. A rules table: Parameter, Allowed values, Case and separator rule, Example, What it must never contain.
2. A defect list from {{CURRENT_UTMS}}: the tag, the rule it breaks, what it does to reporting, the corrected tag.
3. One tagged example URL for each entry in {{CHANNELS}}, written out in full.
4. Where auto-tagging in {{AUTO_TAGGING}} conflicts with manual tags, and which to keep per platform.
5. A retagging order: what to change first so historical reports stay readable, and what to leave alone.

Rules:
- Every allowed value must be derivable from {{REPORTING_CUTS}}. If a cut cannot be reported from five parameters, say which cut has to move into the campaign name instead.
- Lower case only, no spaces, one separator throughout.
- Never put a name, an email address or any personal detail in a parameter.
- No em dashes.
```

## Getting a better result

- Settle the convention before the next launch; retagging live URLs splits every historical report.
- Keep the allowed value lists short enough to remember or nobody will follow them.
- Auto-tagging and manual tags on the same click will fight, so pick one per platform and write it down.

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From the QuQi prompt library - https://www.quqi.io/prompts/utm-taxonomy-for-paid-campaigns